Imagination is the highest kite one can fly.Lauren Bacall
Start-ups need to do two things:
– prove the value of your idea as fast as possible
– make your cash last until you’re either able to secure more investment or, better still, cashflow positive
So you need to cost-effectively connect your idea to a target audience that really values what you’re doing. Very few companies achieve those two objectives. How can you cut the risk?
You need advice identifying the pitfalls to avoid and that cuts through to the essentials. Chris has been involved with a number of startups, as investor, board member and advisor. You will receive high level, flexible, strategic input wherever you need it. Of course you’re passionate about your start-up, you have to be, and you may even think the world will rush to your service or product as soon as you launch. This may happen but a more reliable approach is to adopt strong marketing discipline from the outset.
Chris has seen dozens of business plans and, mysteriously, they all reach cashflow positivity around 18-24 months and offer a tasty exit between years 3 and 4. It’s the quality of the assumptions behind the business plan that marks good plans out from the run-of-the-mill and this is where you’ll find the greatest value in our expertise.
– Identifying credible connections between ideas and potential markets
– Developing value propositions that connect ideas and potential markets
– Sense checking marketing assumptions in business plans
– Creating marketing input for business plans
– Modelling variables to test marketing hypotheses including pricing
– Competitor reviews and assessing sustainability of competitive advantage
“We work with Chris because
he understands the role marketing plays in helping our client companies succeed and how to use marketing resource to get results. He can create strategy and run execution and his work is always of an extremely high standard. Company founders naturally have a passionate belief in their ideas and there’s a temptation to think the idea will sell itself. Chris is able to clearly explain the contribution marketing will make and set meaningful goals to measure progress against.”
– Ben Dodds
Founder and Partner, Gaming Incubator
Short case study
A startup gaming service was committed to a marketing deal with a major publisiing company. The deal was not delivering. A KPI and marketing channel dashboard was created to analyse performance. Once the KPIs were established, a more effective marketing strategy reduced the cost per sign up from £304 to just over £13 and increased in-game revenue by a factor of 10. At £300 CPA the startup had no business, at £13, it did. Lifetime value analysis demonstrated this was affordable.
As a consequence of this activity, the startup was able to deploy its marketing budget more effectively and was in a strong position to renegotiate its deal with the publisher.
Please note: we never reveal identifiable client data. We have strict protocols for protecting client data and would extend the same protections to your organisation if you chose to work with us.