Marketing Mistakes Start Ups Make

Published: 4/16/2007 9:35:21 AM

One marketing mistake that startups make is looking at their product or service launch as a one-time event, instead of the beginning of a series of events.

It is easy to fall into the trap of crafting a well thought-out launch press release, thinking that the release will bring legions of customers to your doors.  Instead, the first six months of roll-out should be planned for in all major respects.

Here are just a few questions for your marketing team:

  • After launch, what will be your ongoing program for gaining favorable press mention? 
  • How will you continue to encourage viral adoption of your product or service if your first attempts are not successful?  (What is Plan B, Plan C?)
  • What is your definition of initial success?
  • How will you obtain and incorporate feedback from your sales people on the reception of prospects to your offering? 
  • How often will you re-calibrate your efforts?
  • What promotions will you offer to incentivize prospects to try your offering?

Launch is a process, not a destination.  Steve Blank, a well-respected entrepreneur I know, likes to say, "No business plan survives first contact with the customer." 

What are your plans for adapting to the market's reception (or lack thereof) of your "new and improved" solution to their problem?

Don Jones


Don Jones
CEO, VentureDeal

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