Thoughts on startups by investors that
fund them & entrepreneurs that run them

Blog Archives

How to Size Your Marketing Budget for Funding

It’s not uncommon for me to see a startup business plan “mission” to be the “premier brand” for their product, yet their marketing budget in the financials is trivial. This combination will almost certainly get your plan tossed by potential investors, who understand all too well the need for and cost of marketing in today’s environment.

When questioned, founders usually

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Is the Marketing Strategy not important in a business plan when pitching to VCs?

Marketing strategy actually is quite important to most investors. The bottom line is that if no one shows up to buy or use your product, it doesn’t matter one whit how cool or great or innovative it is. And investors do not like top-down projections (“we’ll get a 10% market share…”). They very much want to see how you are going to get your first customer,

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The Marketing Devil is Really in the Details

It’s a fine line between an audacious-yet-successful marketing stunt and a total disaster. So fine that most marketing executives in charge of brands who have anything at all to lose often defer to safer approaches. Recently though a couple of daring and brilliant stunts have caught my attention, deserving a post with some deeper insight.

Much has been written about

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Marketing Beyond Acquisition

In my conversations with people in the startup world – from angel investors through entrepreneurs and employees with vast startup experience – I often hear about their perceptions of the marketing role as being pretty limited to acquisition. It is shocking to me how prevalent this POV is. I can’t count the times I heard people saying that “product development

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