Many inexperienced startup founders expect sales to come flooding in as soon as they launch their product and marketing campaign. In reality, that rarely happens even if you have an outstanding product that is fairly priced. I have seen many startups flounder at this point as the team gets discouraged by the lack of sales and traction thinking that the product is a failure. The trick is to be patient and take a very hands-on approach initially. In this article, I will provide a strategic outline for the earliest stages of your sales initiatives.Read More
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.Read More
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.Read More
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.
Resource-constrained early-stage startups often default to content marketing since it is essentially free. However, there are instances when paying for customers makes a ton of sense. The principal challenge being that it’s very difficult to find a channel and tactic that is both effective and economical. In some cases, it might be next to impossible to measure the effectiveness of your marketing spend, forcing you to fly blind. In this article, we will discuss common paid advertising activities and channels as well as tactics for measuring and optimizing your campaigns.