Start-up Marketing

It has been noted many times that technology startups often have a challenging time bridging the gap between a great idea and articulating the benefits of the idea to a target audience that cares and will pay real money for it. I've seen multiple times where they struggle and endlessly discuss who the best customer is and which segment to target. However, what is more subtle and often glossed over is the positioning statement to the customer. This will prove whether or not the idea has merit and will stick with the customer.

The positioning statement needs to clarify to your target customer:

- For (for example, small businesses)
- Who need or have the problem of ____, (such as growing their base through social marketing)
- The ____ (your product name)
- Is an _____ (social networking marketing service)
- That ______ (such as economical setup of social
marketing without requiring you to take your eye off of your business)
- Unlike_______ (such as wasting time doing it yourself or hiring a big
marketing firm)
- Our product ________ (such as we offer personalized,
knowledgeable service at reasonable rates)

From that you can build a value proposition for this segment that is short and measurable. It should describe what the product does and its benefits to the target customer. An example might be:

Grow your customer base by 20% with targeted social marketing strategies.

Hoping for Notice

Often the best marketing is the most outrageous. This is risky, however, because the stunt needs to reinforce your brand. Recently a clothing store called the South Butt gained nationwide publicity with North Face sued them. Without the lawsuit, the South Butt would have toiled in obscurity in St. Louis. The About page for the South Butt says "...all I ask is that you make decisions and purchases based on what you like; not what you are expected to". Hopefully his clothes will reflect the same alternative approach as his positioning. He has the opportunity if he seizes it.