The Startup Code 2017 @MIT

An Exclusive 1-Day Marketing Conference at the Massachusetts Institute of Technology

MIT Stata Center 32-155
Tuesday, January 24, 2017

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The Fastest Ways to Grow Your Startup into a Successful Thriving Business

80% of Startups fail before their second birthday. This is because people build boring "Me Too" businesses and expect the crowds to flock. According to The New York Times, we get exposed to around 5,000 sales and marketing messages every day. We live in a very noisy world full of established businesses and hungry startups all fighting for the same precious customer eyeballs. This is why your business needs to STAND OUT and be different, if you want it to survive and thrive.

In this highly-focused, information-rich one-day marketing conference for startups you will learn:

  • How to Grow Your Startup with Google Search (SEO & PPC)
  • How to Create an Outstanding Value Proposition for Your Startup
  • Why You Need a Rallying Cry (Branding & PR)
  • How to Organize a Growing Database to Market More Effectively
  • How to Use Facebook Ads to Acquire New Clients
  • How (And Why!) To Build a Testing Culture in Your Startup

Hosted By:

Kenny Goodman
Find the Edge

Schedule & Speakers

Click on a schedule item below to learn more about the event and the speaker

Tuesday, January 29 2017
10:00am - 10:50am
Create an Outstanding Value Proposition for Your Startup
Kenny Goodman (Find The Edge)
Kenny Goodman

Kenny Goodman
Entrepreneur, Business Growth Specialist & Mentor. Find The Edge


  • Why marketing with a poor VP is like trying to fill a leaky bucket.
  • What your customers thirst for in 2017 & beyond.
  • How to stand out, get noticed & be the 'obvious' best choice.
  • Where to laser focus your marketing as a startup.
  • Proven tools & resources for VP creation.


Kenny has built and sold multiple Startups. He mentors entrepreneurs, helping them develop "perfect fit" products, services and marketing campaigns, making them the obvious choice. Alongside his coaching practice, Kenny has just launched two new Startups including a SAAS product in the Life Sciences industry and an ecommerce business. He also publishes Find The Edge blog and the Magnetic Consultant podcast.

Learn More about Kenny
11:00am – 11:50am
Why You Need a Rallying Cry (Branding & PR)
Kevin Hart, Mark O’Toole(HB/EMA Boston)
Kevin Hart

Kevin Hart
Partner/Creative Director,
HB | Eric Mower + Associates

Mark O'Toole

Mark O'Toole
Managing Director PR,
HB | Eric Mower + Associates


  • Why a memorable story is important
  • If it's not repeatable, it's lost
  • How to get purpose, mojo and swagger
  • How to deploy your story to avoid getting lost in the noise
  • Examples and discussion


Kevin has been a creative force in marketing communications for over twenty years. As Partner and Creative Director of the agency, Kevin ensures that our clients’ online and offline branding initiatives are strategically and tactically sound. His passion for unique ideas and breakthrough messaging foster a vibrant creative atmosphere. Mark’s goal is to keep HB/EMA ahead of trends, and to set a few trends of our own, to the benefit of clients, using all the tools available to today’s traditional and digital communicator.

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12:00pm – 1:00pm
Free lunch provided to attendees / Meet the presenters

A Big "Thank You" to our Generous Sponsors

  • Beth McDougal, McDougal Architects
  • Gil Schipani, Tempus Fugit Law LLC
1:00pm – 1:50pm
How to Organize a Growing Database to Market More Effectively
Nick Salvatoriello(Innovative Marketing Resources)
Nick Salvatoriello

Nick Salvatoriello
Nick Sal Inbound Consulting


  • Get motivated to bring order and sustainable growth to your chaotic contacts database
  • Learn how to send more relevant emails, resulting in fewer unsubscribes.
  • See how to find best engagement strategy for each of your contacts
  • Understand how to use life cycle stages, lead scoring and buyer personas
  • See how to slice and dice your contacts database like an inbound pro, keeping it clean, organized, and up-to-date.


Nick is an inbound marketing veteran, working for nearly five years at HubSpot, the company that invented inbound marketing. At HubSpot, Nick Sal literally taught the class on contacts and list segmentation, training companies on everything from contact database management strategies to lead generation and SEO tactics. His passion is coaching businesses and teams to learn how to be successful with inbound marketing and use its powerful attractive and relational properties to achieve their goals.

Learn More
2:00pm – 2:50pm
Grow Your Startup with Google Search (SEO & PPC)
Andrew Percey(Prometheus Internet Marketing)
Andrew Percey

Andrew Percey
Founder, Prometheus Internet Marketing,


  • Why bother with Google Search for your startup?
  • SEO (Search Engine Optimization) vs. PPC (Pay-Per-Click)
  • What still works for building SEO authority in 2017?
  • How do you make AdWords PPC produce for your startup?
  • Top tools & resources (free and paid) for SEO and PPC


Andrew has provided Google AdWords PPC and SEO guidance to over 50 MIT startups and 30 established businesses, helping them gain thousands of new customers online. Previously, Andrew led engineering and marketing teams in Silicon Valley for 14 years. He holds two degrees from MIT in Electrical Engineering and Computer Science and has 8 U.S. patents. He publishes the Prometheus Flame blog and the Magnetic Consultant podcast. Andrew is a Certified Google PartnerTM.

Learn More about Andrew
3:00pm – 3:50pm
How to Use Facebook Ads to Acquire New Clients
Adrienne Richardson(ARE Media)
Adrienne Richardson

Adrienne Richardson
Owner, ARE Media


  • The power of Facebook pixels and custom audiences
  • How to reach the exact customer you want
  • Testing viable products
  • Boost your content marketing and reach more people
  • Most popular lead gen strategies working right now


In the last three years, Adrienne's agency has helped over 25 entrepreneurs use Facebook Ads to build their business from just a couple thousand a month in revenue to over $1 million per year and more. She manages about $4 million per year in Facebook Ads spend for her clients. She formerly served as a Paramedic in the United States Air Force before earning a Bachelor’s Degree in Public Relations. She also founded and published a print magazine in 2007 called South Jersey MOM which she successfully sold in 2011.

Learn More about Adrienne
4:00pm – 4:50pm
How (And Why!) To Build a Testing Culture in Your Startup
Andrea Warner(Haven Warner)
Andrea Warner

Andrea Warner
President/CMO of Haven Warner, Past-President of


  • Big testing lessons from big business that you can apply to your startup
  • How to start testing (it's easy)
  • How to report testing in a way that makes sense to your board
  • How to make testing exciting - this is important!


Andrea Warner is a Global Digital Marketing Professional and past President, Publisher & Managing Editor of WhichTestWon, the premier journalists reporting on the conversion testing industry since 2009. A renowned business coach, Andrea has a Master’s Degree in Education. She has a gift for making complicated concepts easy to comprehend. After spending eight years helping online marketers with their businesses, she believes the answer to almost every online business question is “Outsource”, “Test”, or “Target”.

Learn More about Andrea
5:00pm – 5:30pm
Meet the presenters

What Last Year's Attendees Had To Say




A big thank you to our Boston-based sponsors for
generously providing lunch for attendees.

The Venue