7 Routes To
Of all possible topics, why another
article on marketing? After all, if you search Lexis-Nexis for entries related
marketing," you will find a whole bunch of them. General business magazines
present such articles on a regular basis and trade publications run articles
keyed to readers in their respective industry groups. Even "small business"
columns in local newspapers feature marketing as a recurring theme.
Young Growth-oriented Companies
Initial marketing focus: A venture's
first strategic marketing issue involves potential founders rather than
customers. Without support, no company can succeed.
Marketing the company vs. promoting products.
A young unknown company has to be accepted within its marketplace before it
can effectively market to targeted end-user customers. Young companies must
be what they are. Not every prospect will value
and agility. But
the right ones will. To find enough of the right ones, you may have to kiss
a lot of frogs.
Marketing had better feed selling. Once a
young company is
positioned, if its
marketing program isn't specifically designed to
fulfill its current sales objectives, its marketing effort should be
re-evaluated. Only current results can create future possibilities.
Exit strategy is a
marketing issue. If the company succeeds and gains value, who
would eventually want it (or a piece of it)? And for what reasons? A company
should begin addressing this question early as part of its overall marketing
niche market is not the same
as a true
marketing opportunity. Until a true marketing opportunity is
explicitly demonstrated, the venture opportunity is not concrete. In other
words, don't start marketing until you are certain that the effort makes sense...
for Building a High-growth Business