It’s a real pleasure to be part of that moment when a company with a world changing technology receives industry recognition. Congratulations to the team at Evrnu for the work they are doing to help move the global textile industry into better alignment with the natural world. I also want to share the video, available in their blog post.
Creating a Killer Marketing Plan
I had the pleasure of being a speaker at the third session of the popular Seattle Angel Fund Speaker Series. I want to thank the sponsors Karr Tuttle Campbell, Seattle Angel Fund, and Clark Nuber PS for hosting this event. I also want to share the following insights that they used to frame the discussion.
As a marketer, I watch the Super Bowl for the commercials. The game is terrific, but the commercials deliver the same kind of thrill ride to anyone involved with selling a product or service – which is most of us. So what is my pick?
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.
It’s a Make-or-Break Proposition
When: Wednesday May 13, 2015, from 4:00 to 6:00 pm PDT
Where: University of Washington. CoMotion Incubator. Fluke Hall. Seattle, WA
What: Every entrepreneur knows how difficult it is to concisely communicate the value that a start-up opportunity provides. When the entrepreneur fails to communicate effectively, potential investors and customers find it not only painful, but a show stopper.
Join us in discussing how to:
- Communicate value clearly, concisely and competitively
- Craft a precise message based on standout positioning
- Change your communications style from convincing to compelling
In this session, a number of positioning examples will be shared from successful Seattle-based industry leaders and emerging companies.
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.
Your Success Depends On It
How many times do ideas get communicated to the marketplace without seriously engaging the potential customer in the process? It is more times than most would care to admit. Recent events reminded me of the immense value provided by stopping long enough to ask the customer.
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.