Marketing Mistakes Start Ups Make

Published: 5/14/2007 9:49:05 AM

One marketing mistake that start ups make is refusing to create a formally agreed upon market- and customer-focused positioning strategy.

It is tempting to want to wing it, to assume that you're going to improvise or "adjust" as you go along.  It may be true, but getting a full positioning strategy (e.g., market and product category, segmentation, segment problem, competitive differentiation) is absolutely necessary.

The reason is that you are going to measure results against it.  How can you measure results against something that doesn't exist?  Measuring results will then tell you how well you are doing against your assumptions and where you need to make changes.

You will inevitably need to make changes, which you will then modify your already written positioning strategy in the direction you need, and the process of measuring results against the new positioning strategy will begin again.

Don Jones


Don Jones
CEO, VentureDeal

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