Product Marketing for Founders of Open Source Infrastructure & Security Startups
Join us and Lars Kamp, Senior Staff Technical Advisor at Datadog & CEO and Cofounder of Fix Security, for Essence VC's February Founder Workshop 🛠️
To raise money, early-stage founders pitch to investors with a 10,000ft vision of how their product will disrupt a big market.
Once money is in the bank, the struggle for founders is to translate that big vision into positioning that works on the ground. Your users may find your future vision intriguing, but right now they want to solve a problem. If your website lacks the clarity that explains exactly how your product is going to solve that problem, they will move on.
This struggle results in endless positioning and marketing workshops. But a quarter later and some $40,000 spent on outside advisors and agencies that promise to bring in warm leads, you're still in the same place, without traction and a good explanation to your board of what went wrong.
In this workshop, we're going to give founders the tools and frameworks to develop and iterate on their positioning to find product-market fit.
We will cover how to:
Niche down and create your product positioning with standardized building blocks.
Turn that positioning into copy and messaging for your website and repo.
Build a product marketing engine that delivers sign-ups and usage.
We'll also do live tear-downs of websites and Github repos, and cover marketing concepts such as:
Using a point-of-view to convey your company's mission
The differences between positioning, messaging and copy
The relevance of "Compare-to-[competitor]" pages
Storytelling frameworks and how to use them
Tone-of-voice guides and why language matters
Bio:
Lars Kamp is a Senior Staff Technical Advisor at Datadog. Formally he was CEO and Cofounder of Fix Security, a cloud security startup based in Hamburg and San Francisco. He is also a Venture Scout for 468 Capital when he helps founders build investor decks that raise rounds. Lars has spent the last 15 years helping companies build, analyze and secure their cloud infrastructure. Lars also hosts a podcast, "The Security Cloud", where he interviews other cloud security founders, security engineers and CISOs.