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