Marketing Mistakes Start Ups Make

Published: 3/29/2007 12:22:51 PM

As the second installment of a series on marketing mistakes that start up companies make, one of the biggest is refusing to focus on a well-defined market entry customer segment.

Every start up has to choose which market segment it will attack first.  Regardless of how many markets it will ultimately go after, sincere there are finite resources in both money and people, it is imperative that a start up focus on a particular segment and begin to get traction there.

Why?  Several reasons:  Because early referenceable customers are extremely important in signaling to the rest of the market your company's value proposition(s).  Also, early customers provide valuable feedback on your feature set.

If you're getting conflicting feedback from customers in different market segments, you'll still have to decide which improvements to make.  So you will still end up having to choose between which market segments you are going to satisfy first, given limited resources.  Why not focus your laser beam on one entry point and become an expert there?

Don Jones


Don Jones
CEO, VentureDeal

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