Events, Technical/Marketing Writing

How to Lauch Your Startup & Reach the Right Users

On Thursday night, just when I was about to slide into a comfortable couch potato pose, I went on Facebook and saw an event which I thought I wouldn’t be able to attend and then realised, I can’t afford not to at The HubTLV.

The event was about Soluto‘s rise via their launch which against all odds did not cost them anything due to a few elements which I will describe in this post:

The World of Marketing today is not so easily measured, but can still be representative of current times. Ladies and Gentlement, Traditional PR IS Dead. In more ways than one, Saluto’s experience back in 2010 is evidence that if you Present yourself/company in a Practical way, not only will your launch be successful, but the waves of success will continue for a long while even withstanding technical glitches, and more.

Strategic Stuff, according to Roee Adler of Soluto, means -> Ask the Right Questions. If you are looking for an audience in Web or Applications, know who your audience is. Roee says you’re going to need a few “Wow’s”, not too many…but don’t make a fool of yourself by taking off with a product which is just not good. Quality matters. The example of Twitter’s ‘Fail Whale’ which goes online sometimes even today was given.

Roee Recommends

  • Listen to your audience, don’t make them think too much…If you have to tell them how to use it you won’t get the feedback you want about the useability.
  • Make yourself an Alpha user group for constant Feedback.
  • Value blogging such as Cnet, Lifehacker, Techcrunch.
  • Outlets of information on the Net can help trend a new service (not only for news)
  • What launch should you have? Closed/Open -> not every closed launch gets you the desired reaction; an open launch can assist you by getting recommendations and enabling bloggers to cover you.

Although I thought I’d get more into the ‘now what to do next’ Roee slid quite easily into something I call the ‘Marketers Trap’ – from some point onwards he started to speak about Techrunch Disrupt, Launch and how Soluto took that path towards their success. After hearing and seeing the presentation I can honestly say that I believe not everyone had the doors open to them in such an easy manner which they describe – however the ‘mental stress’ factor was mentioned at least once.

Roee’s line about “if you put in any less than 120%++, you’ll only get a 98% return, so any less is just a losers game” really showed the dedication to winning these guys had. Winning formula?


Soluto’s launch event application process:

  1. How to Launch – Publicize? Find out who is the “media”? Where are the future users?
  2. Where are your users finding out about things like you are developing?
  • Newspapers
  • Websites
  • Forums
  • Family & Friends

Key Message

  • eMail them, Call Them, Contact Them, Contact Us, Blog Forms
  • Tell Your Story
  • Listen to the Feedback
  • Keep people in the Loop, Share with Them about new version updates, and more…
  • External Milestones -> Love Them
  • Read “Geeks are Sexy”
About Mor Getz:

Mor Getz has been a Technical and Marketing Writer for more than 10 years, assisting companies in establishing their Social Media Presence; Mor believes in synthesizing traditional and new media skills to generate creative signature copy for companies worldwide. Counselor and Mentor of Women in Business via PROWomen Meet.

Technical/Marketing Writing

MegaComm: Focus on Repositioning & New Media


I was going to wait till tomorrow to blog but the excitement is still in the air. Thanks to Paula Stern for putting this great Conference together. The facilities, food/coffee & organization was top-notch at Kfar Maccabia and despite MegaComm being a predominantly Technical Writing audience, the Conference focus had a leaning towards Marketing, PR, Media and the likes making it interesting and user friendly.

I have taken the liberty to summarize Keynote speaker Jeff Pulver and Alan Weinkrantz talks early on in the day.

Jeff Pulver at #MegaComm

The highlight of the event was the Keynote speaker, Jeff Pulver (@jeffpulver), known for his work in Popularizing Voice on the Internet. Jeff is an inspiring speaker even for one who has heard him talk many times about the changes in personalization over the internet, and how it happened.

The channel for communication with the masses may have changed however they still require you to open yourself up to voluntary communication in order to be successful. Being vulnerable is allowing yourself to be successful.

Jeff inspires one especially when relating how the technology which came about was usually considered ‘dangerous’. Take email for instance, once companies had policies to limit who had email, but it took around 5 years to catch on, pretty much like Social Media today.

Whatever it is that breeds productivity, using Social Media as a Listening/Hearing and Connecting tool inspires one to something more meaningful. “Create friendships, find something to talk about, engage”. He says.

When Twitter followers came to and started sharing their stories,  serendipity, humanity and peoples voices started to matter!!

The birth of the backchannel, finding open frequencies to humanity…matter.

Jeff relates that during 911, despite emergency services available, the radio channels where on difference frequencies and couldn’t engage in communication. Since then these frequencies of communication have been homogenized.

During the Haiti crisis, Tweeting for cries of help were Repeated (RT) and it was “like magic amplifying what everyone was saying”. The US Airforce got involved as a result of Jeff retweeting Ann Curry (@anncurry) and replied to Jeff: “We’re on it”.

Over 75 industries are affected by the backchannel. Even the Dali Lami said his outlook towards humanity has improved as a result of seeing the outflow of assistance and human connection on Twitter.

Twitter is a backchannel to listen to what is being said and making opportunities for the job market. The world has gone flat since Facebook & Twitter. Disintermediation is real, meaning that disruption is positive. It’s not about We the people, but rather about Me the people. You have a voice that matters and you’ll discover you can change the world via amplification.

Jeff describes the times he has Tweeted requests for help and people in the street around the corner helped him to unload his boxes. Invites online via Twitter & people Tweeting in other peoples behalf enabled more connecting via these backchannels.

The message is clear: The Human Experience Matters.

Axxx Wxxxxxxx at #MegaComm

Strategic Public Relations > The Focus on Branded Content

Axxx Wxxxxxxx has been focusing on content around brands and sponsorships for some time now.

He says news traditionally comes from media but the barriers to reaching the media was traditionally via the PR firms. A lot can be demystified by doing it yourself. With his own video camcorder he creates his own content telling stories leveraging his position as PR Agent at companies.

So how is it done?

• Basic PR is still the same -> Message, Interesting News, Consistent Outreach…

• Using various types of coverage you can do both traditional pitching and New Media pitching, re pitching the stories via blogs or via YouTube and engaging with your audience

• Using common think strategy, reading certain publications and becoming a trusted source of information

• Following media sources or journalists on LinkedIn

• Being quoted in other places

• Using branded content and creating a body of work

Axxx’s Rules

• Have a great message

• Easy to download press room

• Focus on a few things

• Manage expectations

• Engage your management

• Show your humanity

Also, mash up external content.

Ramp up your noise level.

Be discovered. Be found.

Have faith in your product.

Stop Selling and start story-telling…