Mint’s Original Marketing Plan (circa 2007)


When personal finance assistant launched in late 2007, their app was warmly received by the startup community. You couldn’t go anywhere on the web without someone talking (positively) about Mint. A huge key of Mint’s success was the brilliant marketing plan they put together and executed.

For the first time ever, Noah Kagan (Mint’s former marketing director) gave TSF readers an inside peak at Mint’s original marketing plan. Noah has since moved on from Mint and now runs AppSumo, a site that provides “daily deals for web geeks”.

This document is pure gold for any startups that need help with marketing. Don’t miss this.

Marketing Game Plan for Mint

Again, special thanks to Noah Kagan from AppSumo for making this available to TSF readers.

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  • Neoflip27

    Woah this is awesome! Thanks for sharing Noah!

  • Aamir

    This is a great post, thank you so much

    • Anonymous

      For sure, Noah definitely hooked up TSF readers! Be sure to spread the word!

  • I like Beta Launch Strategy part i. 🙂

    I also wrote some stuff for the mymint blog (as it was called back then). Noah and I came up with this idea for blogger badges. This is what their designer (jason putorti) came up with, in addition to a slick custom landing page:

    • Paul you were actually one of the key people that helped get us off the ground!

      You are rich with my friendship and hugs when I see you 🙂

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  • It’s all about who you know. This is from my “viral days” — which isn’t as contagious as it sounds.

  • Thanks for sharing this!

  • Hey Noah, thanks for sharing this. It’s timely, and the last few tidbits by Dave (McClure?) are great to help prioritize since the plan sounds so good you must have had to prioritize when executing.

  • Anonymous

    Hey Paul, thanks for sharing. It’s nice to know that even the best marketing case studies started out as a word document and a one-person marketing team!

  • Amazing plan, we learned a lot from it… dream of 80k users in 6 months seem unreal.. and it was much bigger i think…

    Thank you for sharing… this is a keeper.. pls keep them coming….


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  • Incredible, going to save this one for the future.

  • Ok feeling more confident about my launch now. Game-plans are good.

  • Very good information. Thank you for sharing this with us.

  • This is great info. Thanks for sharing

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  • Tutonious

    Holy smokes, this is so helpful. I would’ve paid $100 to see this. Thank you Thank you Thank you.

  • Noah, thanks a lot for sharing this. It helps me a great deal for our own product! Just bookmarked it and will certainly get back to it a lot.

    Oh and I will definitely be acting on your advice man, so please continue sharing I gladly oblige to your policy (regarding your latest tweet 😉

  • This is precious.

  • Paul, you should be proud of this 🙂

    Very good and practical way to launch a start up, being realistic and very specific on the actions you need to take are key issues. Do not forget that you must stick to this plan as well…

  •  This is fantastic.  Thanks for sharing, the doc is very inspiring.  

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  • Thanh Ho

    so cool!

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  • login12*

     I am not sure where you’re getting your info, but great topic. I must spend some time finding out more or working out more. Thank you for excellent info I was on the lookout for this info for my mission.

    the best marketing 

  • Does anyone have a copy of this they can share with me?

  • toni94

    so does anyone have a copy of this please