Cover: Google Books
Lean Startup Marketing
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This book is a practical guide written from the viewpoint of a marketer who takes on young technology companies. It opens by weighing what a startup can offer, such as a share of future success and a growing professional reputation, against what can go wrong, including failure and the harm a poor company can do to a marketer's name. To choose well, the author uses a structured worksheet to compare opportunities and looks first for businesses that have recently raised serious funding. The most promising targets are what the author calls disruptors, companies that enter a crowded field with a striking feature or a new pricing model. The core method is to find demand that already exists, since capturing it is easier than creating a market from nothing. Studying competitors and where they fall short then shapes the offer and the first steps toward winning customers.
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