As a mentor with 9Mile Labs high-tech accelerator, I have the pleasure of working with motivated start-up teams on their positioning and go-to-market strategies, playing a role in keeping the focus on how to secure customer traction. I want to highlight three important 9Mile Labs achievements that support this goal.
How To Secure Customer Traction
Communicating value clearly, concisely and competitively is essential for establishing a customer connection. However, securing traction requires more. There are three approaches that startups often overlook.
A Marketer’s Perspective
Source: VentureBeat How Startups Are Dying Faster Than They’re Being Created
Lack of Market Visibility Threatens Viability
This headline, “How Startups Are Dying Faster Than They’re Being Created,” as reported in VentureBeat, caught my attention. You can’t help but ask yourself why? While the implications for the economy are obvious and the potential reasons many, I would like to counsel startups to consider how their approach to marketing is tied to their outcome.
It’s Never Too Early To Make It Clear
You wouldn’t voluntarily steer a car that had a muddy windshield. Yet many businesses do exactly that when they treat positioning as a “launch” activity. Good positioning is what clears the view so a business is able to drive its growth successfully.
It’s a Make-or-Break Proposition
The window of opportunity to market a new product is short. It requires all hands on deck to develop standout positioning and communicate it effectively. In this make-or-break situation, it makes sense to involve an experienced positioning professional. Here’s why.
The power of perspectives
It is so easy to let the demands of the moment consume our attention. However, the value of setting aside time to visualize the future and seek out the lessons learned by others can have an incremental impact on day-to-day thinking. Here is some food for thought.
Customers first and foremost
For a long time, many people have been saying “put the customer first to be successful.” Nevertheless, saying it does not make it so. In the real world, new product efforts more often begin with “WHAT” they want to make before getting to the “WHO” will use it and ‘WHY”. However, this is changing…
When communication and comprehension intersect
It takes a lot of work to communicate what a company does in just a few words. While creating the message is important, comprehension by the intended audience is essential to achieve liftoff. Let’s look at five make-or-break liftoff concepts.
It all adds up with a compelling “Why Now?”
New products get launched using the most expensive selling resources: sales people and founders. This is essential for creating initial traction, but is not scalable when growth becomes the goal. Effective marketing based on realistic math is what makes it all add up.
Fast Track Growth and Profitability
Product launches are often linear: first make the product, second try to sell it, third try to communicate its value, and finally try to make money. If you practice Systematic-Marketing, you can fast track this process and speed profitability.