While many Start-ups have a first idea of the market and of the marketing direction – a website and social media channels are easy to set up -, they might struggle to establish effective demand generation. Focus on product development, financing, building a company, delivering results and dealing with the unforeseen, prevent that time and budget are set aside for acquiring insights and building a real marketing machine.
A good way to cope with these circumstances and restrictions might be to to hire a ‘neutral’ marketing consultant, who kick-starts marketing by appliying Lean and Scrum principles and implementing a modern, business result focused, customer centric, data driven marketing framework, such as the LIST Marketing Framework. Once done, the consultant can move out to only return for (semi)annual reviews.
For the marketing strategy and plan, being Lean means building a first Marketing MVP or Minimal Viable Plan and start implementing it immediately, while measuring the effects and learning from it on a daily basis. ‘Lean’ means that the MVP is made in a scientific yet pragmatic way and with the assumption, that everybody in the organization is an Entrepreneur with a view on the product and the market that matters. At Apilio this approach proved to be fruitfull from the beginning.
Blog about a practical implementation of the LIST Marketing Framework: