"Just a Start-up"
We were NY-born, but are now Boston-based. If we have learned anything about our new home, it's that the Boston business scene is quickly becoming defined by start-ups. Outside of Silicon Valley, Boston represents the largest growth center for new companies. A cool $4.86 billion was invested in 722 total Massachusetts tech companies from 2011-2014 (according to PricewaterhouseCoopers).
When we meet with bold, visionary, young companies (read: start up), we often get the same reaction: We're just a start up. We can't think about events or marketing.
That's when we scratch our heads.
"The egg came first."
The general impression by start-up founders is that once they are solid with funding and have our product or service moving - THEN they can focus on marketing. Nine out of ten start ups believe marketing begins when you are selling to B (business) or C (consumer).
It is here where we direct the conversation to I (investors). Nothing gets off the ground unless you have "an egg", your funding. And there is but one way to get that egg: marketing.
Start-up marketing strategy has to involve the investment rounds. As a start up you are selling proof of product, scalability and perhaps most importantly, confidence in the founders. It is THIS aspect that start-ups need to embrace as they think about the definition of Marketing.
You aren't jumping straight into being DreamForce or World of Watson or the CES. You are effectively positioning one thing: your abilities.
You are the expert on your business and your business plan. An expert on communicating is essential to landing that investment. Nail that and yes, we can start talking about your very own DreamForce conference.
These companies will compete for shares of more than $1 million in zero-equity grants. How will they be chosen? By a single presentation. Don't believe you need to gain a marketing advantage first? Just look in that pudding.