Digital Marketing
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Digital Marketing for Startups – 8 things to do before launching a product/service | Startup Xperts

The world is witnessing the emergence of startups that was never seen before, in this scale. The biggest question that most entrepreneurs face is that of how to launch their product or service quickly into the market place. As we all know, startups are meant to be ‘lean’. So finance is going to be one of the biggest challenges for most of them. Does digital marketing cost a lot of money? Or can be done ‘cheap’?

Answer is yes and no! Confusing?

If you get into wrong hands in pursuing your digital marketing initiatives, your money can be getting into a bottomless pit. But then yes, if you work with a digital marketing evangelist, or a digital marketing firm that understands the startup mindset well, then you could be in safe hands. Not just safe, but you are creating yourself some extra room to succeed, right at the start itself!

Can it be done cheap? Certainly no! As the saying goes, if you throw peanuts, you will get monkeys! Well, it can be done in a very cost effective way, and one that can deliver results for you.

Let’s quickly look at what are all the right steps that you need to take, to launch your product or service.

  • Get your presence online:You can do this by registering your domain name (preferably .com) and get your website up. Gone are those days when you wait for over a month to see the first cut version. Today, website can be launched in a few days or in weeks, depending on the functionality that you would like to build in. There are numerous domain and hosting companies to choose from. Check their service credentials as the big names that we have experienced have offered poor customer service. Another important point – just make sure that your site is mobile-friendly!
  • Social Media Marketing: The world is becoming more and more socially connected. Depending on whether you are a B2B, or B2C, or B2B2C, create social media accounts as need be. For B2B, you got to have LinkedIn and Twitter accounts; for B2C, have Facebook, Instagram, Pinterest, etc.
    Creating accounts does not take time. But engaging through these social media platforms will demand your quality time. Here again, content is the king. You can publish, or share content (preferably original) else you can work with your digital marketing consultant to help you create those contents that are worthy to read/share.
  • Build database:You can start to build database with the help of database subscriptions, through web research, and through your website too. This will be an ongoing activity and can start anytime.
  • Email campaigns:In one of the reports that I had read some time ago, it mentioned that email campaigns have the effect of almost 40x times than Facebook and Twitter combined. If you know to use the right CRM, you will be able to track the mail opens, understand what your prospect needs/wants, their interests, etc. Email campaigns can be a very powerful strategy and so do not underestimate its power. So keep sharing interesting articles (original content) with your network constantly. This can help create your brand, and establish you as a thought leader in this space.
  • SEO:Search Engine Optimization, is usually not done as many does not know or think that it is not for them. In many of my engagements, I have made my clients realize the value and importance of doing SEO for their website. It is more a strategy, and not just an activity that can be given to someone who just knows ‘tagging and coding’. This means you are outsourcing your online brain to that lower level.
  • SEM:Search Engine Marketing is suggested to go hand-in-hand with SEO. If you have not optimized your site, then the money that you spend in SEM can go down the drain. Startups need to conserve cash and do it effectively (e.g. Google Adwords, LinkedIn ads, Twitter ads, Facebook ads, etc.) so that they get the bang for the buck. I have suggested some steps as to what to do when (pre-launch, during launch, and post-launch), while launching your product or service, in one of my earlier posts.
  • Analytics:Google analytics’ basic version is free. So get this integrated along with the Webmaster tool. These analytics can give you significant insight as to what’s working and what’s not working. It is very simple and easy to use, and you may not need an expert to get those insights if you are savvy enough.
  • Monitor, fine-tune, and build your startup to scale.

It is not about doing all things right; It is about doing right things.

Happy launching!

Startup Xperts is a management consulting firm with an objective to transform companies into the next level of growth. Our mission is to help companies to steeply accelerate their growth. Be it family run business, small or medium enterprise or a boutique firm, Startup Xperts have all the right answers to step up their growth. Startup Xperts help clients in a range of service areas including business consulting, strategic consulting, sales and marketing consulting, digital marketing, HR, Operations and leadership training.

To know more about Startup Xperts, visit us at www.startupxperts.com or write to us at info@startupxperts.com

The views expressed in this article are that of the author’s and Startup Xperts is not responsible for this content. In case of any objection in content, IP violation, incorrect or inappropriate information, please inform us at ceo@startupxperts.com. We will do our best to act on it at the earliest.

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How to Grow your startup business?

Not all startups are successful. The reasons could be a combination of – business planning, revenue model, leadership team, target segments, product, and most often execution. I have seen startups that had almost all the elements needed to transition into a sustainable, high-growth business, but lacked guidance and experienced leadership team. Building a startup is difficult but converting it into a high-growth business is even more challenging, and often requires a different skill set than that was required in the early days of a startup.

So what are those ingredients for that secret sauce of building a startup, successfully?

Having right business mentors and startup consultants are critical success factors for a startup to be successful. According to the first research report of Startup Genome Project in 2011, it was found that founders who learn are more successful. Startups that have helpful mentors, track metrics effectively, and learn from startup thought leaders, raise 7x more money and have 3.5x better user growth.

Bill Joy, Founder of Sun Microsystems once said, “No matter who you are, most of the smartest people don’t work for you”. So it is best to avail professionals / mentors to support your growth mission; and in building a successful and sustainable high-growth business. You can avail mentor support across functions like marketing, sales, accounting, human resources, operational excellence, training, etc.

To ensure sustainable growth you need to have:

  Right business model that acquires customers

  Leadership with ideology, beyond just passion and vision

  Ability to seize opportunities

  Creating a high impact, marketing and sales engine

  Retention strategies

Have the right business model that aligns with customer acquisition. Do not build products / services that just excite only you and not your customers.Focus on long-term AND short-term goals and activities. Most often, companies tend to forgo short term profits thinking of reaping those profits in long term, but practically they are only digging themselves deeper.

Your ideology has to reflect upon your culture and beliefs. Like how Walmart’s ideology is focused on customers, Hewlett Packard – its employees, 3M – its innovation, Ford – its products, your activities and outcomes need to be consistent with your ideology.

Most often when you start to scale, you might stumble upon some great opportunities. Do not leave them since they are not products or services that you are currently pursuing. As long it fits the core of your ideology and purpose, do give it a try. 3M came out with Post-it product just by accident; Johnson & Johnson accidentally introduced baby powder which then climbs up drastically to have over 40% of their revenue share; Marriot Corporation got into the airport services business by accident and that became a roaring success. All these were once a small startup which later became large corporations. These successes are not attributed to great business or strategic planning, but show their abilities to seize opportunities. Explore options, pick what works for you and discard those that don’t work.

Most startups fail to scale due to lack of customers. There may be initial success but if you rest on your laurels you will get run-over. Set an effective, high impact marketing and sales engine. In my numerous meetings with CEOs and entrepreneurs, marketing and sales have been predominantly mixed up. Both are like chalk and cheese, so you need to have dedicated professionals for marketing (especially digital marketing) and sales functions.

Building revenues is paramount, a non-negotiable factor and laser focus on sales is very critical while you are scaling up. Hire ‘smart’ sales persons, and keep them on optimum heat so that they fire in the right areas. Fuel their passion and increase your revenue visibility.

Do not stop with lip service on customer satisfaction; honestly walk that extra mile to ensure that you stay on top of your customer’s mind, always. Incorporate customer feedback into your system and ensure that it is acted upon at the earliest. It is difficult to win customers, and if you lose them it takes more than 7x efforts to win another; not to mention, that their potential could be far lesser than what you had lost.

Your employees should be taught not to just please their bosses, but to ensure that their customers are taken care of. Make them treat customers like their CEO and success will look easy.

Your employees should be taught not to just please their bosses, but to ensure that their customers are taken care of. Make them treat customers like their CEO and success will look easy.

Beyond startup phase, while you are scaling up, it might be easier to afford more salaries to recruit key resources. While you might be able to attract talent, it is important that you have strong retention policies. Have small celebrations, cheer songs and team meetings to share corporate values and beliefs, from time to time.

Be tolerant for honest mistakes. We all know that while a startup is beginning to scale there are bound to be mistakes. Just make sure that the same does not crop up in future. Even large organizations do make mistakes. Allow them to experiment and bring out their best, as long as it does not become a corporate failure.

Finally, it is all about consistency; consistency in winning deals, consistency in getting customer appreciations, consistency in building robust products or solutions, consistency in delivering high quality services and consistency in collecting payments on-time that separates winners from those who also-ran!

Startup Xperts is a business growth and consulting firm with an objective to transform CEO’s vision into achievable, actionable goals that deliver results.  Our mission is to help companies to steeply accelerate their revenue growth, profitably.  Be it family run business, small or medium enterprise or a boutique firm, Startup Xperts have all the right answers to step up their growth.  Startup Xperts help clients in a range of service areas including business consulting, strategic consulting, sales and marketing consulting, digital marketing, Sales Process Outsourcing (SPO), HR, Operations and leadership training, sales training, business mentoring and executive coaching.

To know more about Startup Xperts, visit us at www.startupxperts.com or write to us at info@startupxperts.com

Author Shyam Sekar acts as a Chief Mentor and Strategist at Startup Xperts and provides business consulting and execution support to numerous startups and SMEs, helping them build their enterprises successfully.

The views expressed in this article are that of the author’s and Startup Xperts is not responsible for this content.  In case of any objection in content, IP violations, incorrect or inappropriate information, please inform us at ceo@startupxperts.com.   We will do our best to act on it at the earliest

0
Posted on Author admin Categories Blog

How to Grow your startup business?

Not all startups are successful. The reasons could be a combination of – business planning, revenue model, leadership team, target segments, product, and most often execution. I have seen startups that had almost all the elements needed to transition into a sustainable, high-growth business, but lacked guidance and experienced leadership team. Building a startup is difficult but converting it into a high-growth business is even more challenging, and often requires a different skill set than that was required in the early days of a startup.

So what are those ingredients for that secret sauce of building a startup, successfully?

Having right business mentors and startup consultants are critical success factors for a startup to be successful. According to the first research report of Startup Genome Project in 2011, it was found that founders who learn are more successful. Startups that have helpful mentors, track metrics effectively, and learn from startup thought leaders, raise 7x more money and have 3.5x better user growth.

Bill Joy, Founder of Sun Microsystems once said, “No matter who you are, most of the smartest people don’t work for you”. So it is best to avail professionals / mentors to support your growth mission; and in building a successful and sustainable high-growth business. You can avail mentor support across functions like marketing, sales, accounting, human resources, operational excellence, training, etc.

To ensure sustainable growth you need to have:

 Right business model that acquires customers

 Leadership with ideology, beyond just passion and vision

 Ability to seize opportunities

 Creating a high impact, marketing and sales engine

 Retention strategies

Have the right business model that aligns with customer acquisition. Do not build products / services that just excite only you and not your customers.Focus on long-term AND short-term goals and activities. Most often, companies tend to forgo short term profits thinking of reaping those profits in long term, but practically they are only digging themselves deeper.

Your ideology has to reflect upon your culture and beliefs. Like how Walmart’s ideology is focused on customers, Hewlett Packard – its employees, 3M – its innovation, Ford – its products, your activities and outcomes need to be consistent with your ideology.

Most often when you start to scale, you might stumble upon some great opportunities. Do not leave them since they are not products or services that you are currently pursuing. As long it fits the core of your ideology and purpose, do give it a try. 3M came out with Post-it product just by accident; Johnson & Johnson accidentally introduced baby powder which then climbs up drastically to have over 40% of their revenue share; Marriot Corporation got into the airport services business by accident and that became a roaring success. All these were once a small startup which later became large corporations. These successes are not attributed to great business or strategic planning, but show their abilities to seize opportunities. Explore options, pick what works for you and discard those that don’t work.

Most startups fail to scale due to lack of customers. There may be initial success but if you rest on your laurels you will get run-over. Set an effective, high impact marketing and sales engine. In my numerous meetings with CEOs and entrepreneurs, marketing and sales have been predominantly mixed up. Both are like chalk and cheese, so you need to have dedicated professionals for marketing (especially digital marketing) and sales functions.

Building revenues is paramount, a non-negotiable factor and laser focus on sales is very critical while you are scaling up. Hire ‘smart’ sales persons, and keep them on optimum heat so that they fire in the right areas. Fuel their passion and increase your revenue visibility.

Do not stop with lip service on customer satisfaction; honestly walk that extra mile to ensure that you stay on top of your customer’s mind, always. Incorporate customer feedback into your system and ensure that it is acted upon at the earliest. It is difficult to win customers, and if you lose them it takes more than 7x efforts to win another; not to mention, that their potential could be far lesser than what you had lost.

Your employees should be taught not to just please their bosses, but to ensure that their customers are taken care of. Make them treat customers like their CEO and success will look easy.

Your employees should be taught not to just please their bosses, but to ensure that their customers are taken care of. Make them treat customers like their CEO and success will look easy.

Beyond startup phase, while you are scaling up, it might be easier to afford more salaries to recruit key resources. While you might be able to attract talent, it is important that you have strong retention policies. Have small celebrations, cheer songs and team meetings to share corporate values and beliefs, from time to time.

Be tolerant for honest mistakes. We all know that while a startup is beginning to scale there are bound to be mistakes. Just make sure that the same does not crop up in future. Even large organizations do make mistakes. Allow them to experiment and bring out their best, as long as it does not become a corporate failure.

Finally, it is all about consistency; consistency in winning deals, consistency in getting customer appreciations, consistency in building robust products or solutions, consistency in delivering high quality services and consistency in collecting payments on-time that separates winners from those who also-ran!

Startup Xperts is a business growth and consulting firm with an objective to transform CEO’s vision into achievable, actionable goals that deliver results. Our mission is to help companies to steeply accelerate their revenue growth, profitably. Be it family run business, small or medium enterprise or a boutique firm, Startup Xperts have all the right answers to step up their growth. Startup Xperts help clients in a range of service areas including business consulting, strategic consulting, sales and marketing consulting, digital marketing, Sales Process Outsourcing (SPO), HR, Operations and leadership training, sales training, business mentoring and executive coaching.

To know more about Startup Xperts, visit us at www.startupxperts.com or write to us at info@startupxperts.com

Author Shyam Sekar acts as a Chief Mentor and Strategist at Startup Xperts and provides business consulting and execution support to numerous startups and SMEs, helping them build their enterprises successfully.

The views expressed in this article are that of the author’s and Startup Xperts is not responsible for this content. In case of any objection in content, IP violations, incorrect or inappropriate information, please inform us at ceo@startupxperts.com. We will do our best to act on it at the earliest

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Representing NASSCOM product forum as Speaker | Startup Xperts

Planning for right business strategy is better than failing to plan. 

A NASSCOM report states that the Indian Startup ecosystem is likely to grow 4-fold by 2020; total number of startups is likely to grow to 11,500+ by 2020, from about 3000+ as of last year.  Though as an entrepreneur, you have the flexibility in terms of work schedules, more important is to keep your commitment levels up to ensure higher probability of success. Every one of us likes to win, but does your initiative have an effective strategy?

Goal setting is something most often startups do not do.  Few of them do set goals, but those are just unrealistic.  Choose your markets, your customers, profiles, based on the limited resources that you have.  Pick what you want to achieve.  What you crave to do, have to get captured in your goals. 

Realistic goal setting is the first step, before looking at moving forward.  Anything that does not get measured does not get done.  Simple! If you and your team do not know what to do and by when complete, then how do you plan to achieve?

Create a differentiator.  How well you are able to differentiate against your competition, matters a lot to your customer.  You don’t need to be miles ahead to win a race, but just nose ahead!  You will have to analyze, brainstorm, to figure out unique strength that your initiative possesses, and whether that strength can bring tangible benefits to your customers.

Usually for product companies it could be speed, user friendliness, features, functionality, etc. 

For services/solution companies it could be your domain knowledge, expertise, customer relationship, post services delivery support, etc. 

If there are none to start with, the same need to be created through some expert consultants/mentors/advisors, as it forms the pillar to your business build-up.

Pitch through multiple offers. If you are running a product company, showcase to your prospects/customers about good, better and best products as they can see value that you have crafted in segmenting those offerings.  Likewise in services, you can provide multiple levels of services (where applicable).  These are best practices that you usually see in airline, hotel, banking industries, etc. 

Building a team is easier said than done.  As a startup you will have less time to deliver results; you have limited resources and so attracting talent through higher compensation may not be feasible.  Decide who you want to bring to the table, and as Jim Collins rightly puts it ‘have the right person in the right seat’!  Pick people who are passionate in building your venture and compensation strategy can include a mix of salary and stocks (you need to showcase your company value and what it could deliver in a few years time if folks are to be attracted to stocks in today’s world).  You can also plan to have a long term incentives (retention bonus) for early stage employees, as that will help in retaining good talent for a longer period; it also helps employees plan their career with you with a long term in perspective.

It is equally important to ensure that your team is in sync with your vision. Having the bigger picture in their mind, will help them relate to your organizational goals, vision and aspirations.  This is one of the core ingredients, but not practiced with most organizations. Have clear actionable items identified, tasks assigned and every individual accountable for their actions.

Have a well thought on Digital Marketing Strategy for startup.  In today’s world, the boundaries established by traditional/large corporate is getting thinner with the digital entrants.  Digital strategy can be powerful if you know how to use it right, and that will help your venture create value; else you may end up losing value as well. A good Social Media Strategy will help you position your entity better in the eyes of your customers.  It’s all about customer/prospect’s mind share. 

SEO and SEM can provide strong ammunition in your battle against competition, but the Digital Marketing Strategy has to fit well to your budgets and aspirations. You might not have to be an expert in building your business digitally.  In which case you will need to decide if it is right to delegate your ‘digital agenda’ to digital marketing evangelists, or to a digital marketing specialist company? Digital marketing is very cost effective and impactful as well.

Under digital marketing strategy, you can look at doing Email marketing for your products/services.  Email marketing is very powerful and advantages, numerous.  Refer: http://www.startupxperts.com/email-marketing-powerful-way-to-expand-your-business.html for more interesting insights.

Define your partnership strategy.  Seek and build alliances who can sell your products or services.  Having committed alliances is multiplying your sales force that many times.  It’s a very powerful strategy and as a product company you can derive significant mileage that can build up big time, over time.

De-risking Strategy should be in place.  Strategy is not about taking big risks, but rather how well you are de-risking yourself from large opportunities, does matter.  This is very critical in valuation, especially when the investors look at how well you have de-risked your business against financial, legal and business risk factors.

Yet other key factor is your ability to change.  As a startup with limited resources, the margin of error is thin.  More importantly mistakes do happen when you are building an enterprise.  Boardroom planning is good but you will find things different especially when the rubber hits the road.  It is the ability to quickly react, being agile, have systems that will take care of those issues in future, decides whether your startup is built to last.

One common mistake most startups do is their inability to wait to see results.  You do not keep checking root of a plant by plucking it on a daily basis to check their growth.  It will not only kill the plant, but all your efforts in vain in growing that.   You need to have check points and monitor progress, but not impatient enough in not seeing through to completion.  I know of some companies who just shuts their effective business development team especially when the close is very near, just because it did not meet their anticipated timelines (many a times, unrealistic).  Awful, as a month or two could have made hell of a difference to their business outlook and opportunities!

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Digital Marketing’ New Age Mantra for SMEs

Small and medium enterprises (SMEs) should focus on creating their brand identity and uniqueness that can differentiate them from others to showcase in the market, said Shyam Sekar S, founder and chief mentor at Startup Xperts which is advocating digital marketing. He emphasised the need for the Startups and SMEs to pursue ‘digital marketing’ and position themselves as thought leaders in their space.

Addressing the third edition of ‘Start Manage Expand: A Knowledge-led Small Medium Business’ conference organised by Andhra Pradesh Chamber of Commerce and Industry Federation (APCCF) here Wednesday, Shyam Sekar felt that SMEs and Startups could leverage through smart marketing strategies by which they can position themselves better than competition. Effective and smart branding can help win clients, increase revenue and profitability.

“While pursuing digital marketing tactics, focus should be on the customers and their need. Twin strategies need to be adopted – inbound and outbound, where a right balance between these two, is essential for companies to succeed,” he said. Inbound involves SEO, blogs, and social media posts, while the Outbound include SEM and social media ads. Depending on the industry they are in, market, customer segment, budget and other factors also should be dealt with. “With the right digital marketing evangelist and business consultants, SMEs and Startups can use this opportunity well in our marketplace,” he added.

APCCF vice-president and Sravan Shipping Services managing director G Sambasive Rao said that the SMEs were playing a very potent role in all sectors especially in automobile sector to shipping allied services like ship breaking and dry docking. APCCF Vizag chapter chairman Pydah Krishna Prasad spoke on the need for technological knowledge in the prevailing ambience.

THE NEW INDIAN EXPRESS press release page link: Click here

Mr. Shyam can be contacted at shyam@startupxperts.com.

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