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Start-Up Marketing: Marketing for Start-Ups, New Product Launches, and New Markets

Riding the Tiger 14-1

• Markets Turn on a Dime in Every Start-Up or New Product Launch—So Be Ready 14-2

• Marketing in Start-Ups and New Product Launches Means Continuous Testing 14-2

• The Federal Express Story: Fast Response and Marketing Execution Saves the Day 14-3

Start-Up and New Product Marketing: The Important Thing is Knowing What You Don’t Know 14-5

• Marketing Assumptions Used for a Start-Up’s Financial Projections 14-6

• Estimating Market Response Before Market-Testing Your Product 14-6

Step 1: Market Gap Analysis 14-9

Step 2: General Market Assessment Checklist 14-10

Start-Up Marketing Manager’s Analysis and Action Plan 14-10

1.) General Issues 14-11

2.) Background Research and Action Items 14-11

3.) Marketing Deliverables 14-13

Development of Rough Marketing Deliverables for Market Testing 14-14

4.) Market testing 14-16

5.) Targets of Opportunity 14-17