TechCrunch+ Roundup: Growth Hacking Real Talk, RPA Market Slowdown, AI and IP

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I don’t like using the phrase “growth hacking” to describe marketing campaigns and the work required to fix systems. In truth, successful marketers constantly iterate, measure and test their efforts to minimize waste and maximize ROI.

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Finding new ways to get people into the sales funnel isn’t like using sunglasses for a phone kickstand or reusing an old ketchup bottle to make splatter-free pancakes. In fact, growth hacking involves testing new ideas on an ongoing basis.

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“If each test can lead to a 1% improvement, you’re on your way to 100% improvement after running 100 tests,” writes Jonathan Martinez, a self-described “marketing nerd” who has driven development at Uber, Postmates, and Uber. has prompted. Chime.

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The best way to find marketing hacks is to use a “tight experimentation framework to run countless A/B tests,” he advises. This article includes a RICE (reach, impact, confidence and effort) scoring spreadsheet, as well as their thoughts on acquisition and activation growth hacking.

“It’s important to remember that there is no such thing as hacking development. Instead, you should be thinking about how you can run 100 tests to keep the needle moving.”

Thanks so much for reading,
Walter Thompson
Editorial Manager, TechCrunch+
@ your hero

TechCrunch Disrupt 2022: Getting the BS out of your TAM

Every founder should understand the area in which they want to compete, but calculating the total addressable market (TAM) is a difficult process, especially for first-timers.

In fact, TAM is just a planning tool that gives potential investors a better understanding of a company’s upside potential.

Next week at TechCrunch Disrupt in San Francisco, I’ll be hosting a discussion with three investors to find out what they think of TAM and what they’re looking for during a pitch:

Kara Nortman, Managing Partner, Upfront Ventures Aydin Sencutt, Founder and Managing Partner, Felice Ventures Dina Shakir, Partner, Lux Capital

I’d ask them to share the strategy and tactics for finding TAM, how to calculate it for new products and services, and to reveal some of the red flags they see most often from novice entrepreneurs.

Be sure to bring warm layers if you’re visiting SF for disruption – and if you can’t make it, I hope you join us online.

5 Key IP Ideas for AI Startups
Light bulb with combination lock;  patent application

Image credit: Talaj (opens in a new window) / Getty Images

No one would arguably leave behind a briefcase of cash at a restaurant, but entrepreneurs who don’t protect the IP they get from their AI innovations are just as careless.

“Disclosure of technology, whether employed at a conference or partner meeting, or unplanned and incidental, can lead to forfeiture of patent rights,” warn Eric L. Sofir and Matthew Horton, IP attorneys at both Foley & Lardner LLP give.

In this highly detailed explainer, both use plain language to help readers understand what types of innovations are patentable and why “traditional contractual agreements may become obsolete.”

Is the RPA market in trouble?
Business process management with flowcharts to improve efficiency and productivity.  Manager analyzing workflow on a computer screen to implement Robotic Automation (RPA)

Image credit: NicoelNino / Getty Images

The growth rate of robotic process automation (RPA) startups has slowed since the start of the recession. As evidence, consider Automation Anywhere, which recently closed a $200 million loan instead of raising a new funding round.

“The sales teams of RPA vendors tout the many benefits of RPA, such as freeing up employees to do more meaningful tasks and refreshing legacy IT infrastructure,” writes Kyle Vigers.

“But what they don’t mention is that implementing an RPA solution often proves challenging.”

Can Corporates Be Good Matchmakers for Startups and VCs?

Image credit: kinsei-tgs/Getty Images

Initiating the initiative to connect startups using their software with VC funding, Cloudflare CEO Matthew Prince expects “initially $100 million to $250 million in commitments, just to be something significant to announce.” ,” Rebecca Szakutak reported.

Last week, Cloudflare unveiled a $1.25 billion funding program that would encourage companies to build on its serverless computing platform (and eat into AWS’s market share).

“Companies that enter this program, even if they pitch to VC, get many software features for free for a year,” which can be a real boon for some bootstrapped companies.

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