In the first of a five-part series, we look at how you can design a comprehensive and strategic marketing plan for your start-up.
It’s been more than a year now since I moved from Adobe to the world of start-ups. The year spent as a start-up marketer has been rather rich with experiences and learning. Of these, an important aspect was, what does one need to achieve in the first month?
Why the first month, you ask? While some consulting firms and merger and acquisition (M&A) scenarios favor a "first 100 days" approach, start-ups or small and medium enterprises (SMEs) might find it too long a period for assessing progress. Business indicators may vary wildly in a matter of 100 days. So for a new marketer, the first 30 days or four weeks or one month is a better unit for measuring progress and setting immediate targets.
Speaking in a broad way, here are the activities I would recommend marketers complete in the first month:
This should ideally take about a week or two to complete. The marketing strategy and plan greatly depend on this stage. Some of the key aspects of research will include:
Completing all of the above should ideally require one week of dedicated effort. By the second week, the marketer will have to be prepared with a first version of his marketing strategy (which I will cover in my next column).
I will enumerate the following in the next four columns in this five-part series:
I look forward to your comments to this approach. It has worked for me over the past year and I am sure others have adopted other interesting methods. Tell me some of your ideas!
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Parth heads the marketing team at Jifflenow and brings in considerable experience in the tech marketing space for products as well as services. In this capacity, he manages brand and marketing strategy, investments, campaigns, and product evangelism. Prior to joining Jifflenow, Parth was senior product marketer at ad tech startup, Vizury and he has also worked at Adobe , Cognizant, and Infosys. Parth holds an MBA in Marketing from XLRI and a Bachelors degree in Engineering from IIT Kanpur in India. He can be found on Twitter @parthsm and LinkedIn.
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Wednesday, July 23, 2014