marketing efforts. For that reason it is recommended to have a complete business and marketing plan before ever going public.
An important part of a startup launch is also
creating a network. You need to build your supply chain and your retail network. You should
consider partners and affiliates who might add
value to your product.
Such thinking can be very productive for a
startup as it provides unique competitive advantage. The reality is that not so many of the
biggest companies have understood the impor-
However, choosing your business partners, suppliers and sellers requires a lot of work as they
become a part of the company’s image and if
chosen wrongly they might simply bring you
down.
Nowadays CSR (corporate social responsibility)
is getting ever bigger. Theorists warn that consumers are aware of the issue and because
they have a large amount of products to choose
among their reasoning to choose a product is
changing.
You can no longer offer a great product and
hope that it is enough. It is necessary to add
value to your product. To convey meaning.
An example can be supporting a cause, refraining from animal testing or any other action that
makes you and your customers actively involved in a cause . This way you are not selling
a product, you are selling an idea.
tance of conveying meaning as they never
needed to fight for a market segment. There is
your niche. You can be the one who transforms
a purchase into a cause.
After defining your niche, consumer group,
product and your key advantage you need to
start thinking about marketing. Unlike what
most people believe marking is not an activity
connected exclusively to selling efforts.
Marketing is a strategy created as an integral
part of your business strategy.
Marketing and corporate communication as a part of marketing are identity building activities. It is not only about how
consumers and other stakeholders see you, it is a matter of
how you run your business and
what values and principles guide
you.
You can learn more about it on
the website and in the next issues of the magazine.
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