What is product-market fit?

If you are new to startups, you will surely come across the term “product-market fit” at some point. It’s a very useful concept for describing a key phase of a startup’s journey, but it can often be difficult for entrepreneurs to understand this state and to recognize when their startup has entered it. In the following article, I will attempt to define and describe what is product-market fit in the simplest terms I can and help the reader identify what factors drive it.

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Get out there! Grow your startup with event marketing

As I wrote before, the best thing that the founders of an early-stage startup can do is talk to people. Speaking to potential customers in person has an enormous advantage over other forms of marketing in that you are able to immediately receive their verbal and emotional reaction to your pitch, product, and important details that can set your startup apart from the competition. Events can be a phenomenal forum to speak to your target audience, promote your startup, and engage with your customers.

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Getting your startup covered by the media

You don’t need a multi-million dollar marketing budget to get your startup covered in media, and doing so can be rocket fuel for your growth. Take Warby Parker, the billion-dollar direct-to-consumer eyeglass company, that got covered by both GQ and Vogue right before their launch. The exposure they got from being covered in two leading fashion magazines catapulted them to unicorn land. However, it’s exceedingly unlikely that you can get a world-class media outlet like Vogue or GQ to cover your startup simply by pitching your story. Instead, you’ll need to work your way up to world-class exposure.

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Growing your startup with a podcast – Startup Basics Podcast

We are in a golden age of podcasting at the moment as evidenced by Spotify’s recent acquisition of podcast producers Parcast and Gimlet Media and plans to spend another $500M on podcast-related acquisitions. While this is not a call to start a podcasting company, the recent growth in popularity of this medium has brought it into the mainstream and continues to offer a phenomenal way to promote your startup. As discussed in previous articles in this series, the key is to create informative and entertaining content that will engage your listeners allowing your startup to build trust and prominence in the community. In this article, I will outline a playbook for getting your podcast going.

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How to grow your startup with videos and images

In the previous two articles in this series, we covered creating a marketing strategy for your startup as well as writing different types of content and finding effective distribution channels for your posts. In this article we will cover creating two other kinds of content–video and images–that can establish your startup’s reputation and brand as well as help you become part of the dialog with your customers. Keep in mind that the goal is to provide potential customers with informative content that will be helpful to them while solidifying your expertise and building trust within the community.

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