Matthews on Marketing

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Archives for July 2015

Startup Marketing Essentials: #3 How to Develop a Positioning Statement

July 27, 2015 By Tim Matthews

Positioning is sometimes referred to as the fifth P, along with product, price, place, and promotion. Founders spend the formative years of their companies answering a constant stream of questions from prospective employees, investors, and investors: What are you? Is that like so-and-so? How are you different from [insert large company that will no doubt crush you]? Developing a desired position, and formalizing it with a positioning statement, are critical steps on your way to profit and glory. … [Read more...]

Filed Under: marketing Tagged With: brand, positioning, positioning statement, startup marketing

Startup Marketing Essentials: #2 Market Sizing and Segmentation

July 13, 2015 By Tim Matthews

If TAM, SAM and CAGR mean nothing to you, you have a problem. Whether you are creating or disrupting a market, knowing how big it is, and what segments are most ripe for the picking are critical. – TM There is a common sin that marketers frequently commit. In their rush to build a website or create an attractive logo, they forget something very important: who is the buyer? These marketers are firing without aiming. They are being tactical and not strategic. Sometimes they are simply shooting to … [Read more...]

Filed Under: marketing, product marketing Tagged With: CAGR, market segmentation, market sizing, SAM, startup essentials, TAM

Startup Marketing Essentials: #1 The Four Ps

July 6, 2015 By Tim Matthews

I was introduced to E. Jerome McCarthy’s four P's later in my career. I wish I had known them earlier. There is no more perfect summation of marketing. Each of the P’s is a lever at your disposal. As a startup founder or CEO, understanding the four P’s will help you know which of the four levers to pull to beat your competition. -- TM What is marketing?  Ask one hundred marketers, and you are likely to get one hundred different answers.  Consult the dictionary, and you find stolid definitions … [Read more...]

Filed Under: marketing, product marketing Tagged With: Four Ps, startup essentials

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