Gust

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How To Size Your Marketing Budget For Funding

Gust

It’s not uncommon for me to see a startup business plan “mission” to be the “premier brand” for their product, yet their marketing budget in the financials is trivial. This combination will almost certainly get your plan tossed by potential investors, who understand all too well the need and cost for marketing in today’s environment.

Marketing 146
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What is the difference between a vertical and a horizontal market?

Gust

A vertical market is one in which all of your customers are in one particular industry, regardless of where in the food chain they are. For example, the site Noodle.org is a vertical search engine for the education industry. Uncategorized Google horizontal market vertical market'

Vertical 136
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The Planned Iteration Startup Launch Minimizes Risk

Gust

Agile assumes and plans for iterative development, where requirements and solutions evolve as more is known and markets change. Here are the advantages I see with this approach: Faster time to market. Don’t mistake this for a license to launch an incomplete or poor quality solution. Use social networking to start the wave.

Agile 163
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Assume Your Market is People Like You, Then Fail

Gust

An underrated portion of every startup effort must be about communication and marketing. By habit, people market to customers like themselves, because they know what they like and need. Kelly McDonald, who runs a top ad agency, takes on this challenge in “ How to Market to People Not Like You.” Proactively deal with naysayers.

Marketing 136
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3 Essentials for Selling Your Marketing Plan to Investors

Gust

Somebody asked me in email what investors look for in the marketing portion of a business plan and/or business pitch. The market-defining story. It’s a story that makes product-market fit come alive. What works? What’s credible? What are investors looking for? . Caveat: generalizations are dangerous.

Marketing 119
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Gust Blog - Thoughts on startups by investors that fund them

Gust

I used to think you could use convenience and common sense to predict markets. One of my earliest excursions into market research was working for a research firm doing a 1979 forecast on ATMs. There’s also timing and trends, leadership, luck, and maybe even marketing. . Who’s going to enter this market? .

Startup 180
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Market Opportunity From Customer Hostility, Exhibit 802.11: Airline WiFi

Gust

On a mission now, I invoke the mysterious powers of a search tool and finally uncover electronic bill payment records that contain the actual full account number and expiration date of one of my cards. The laptop affords access to all of the right records if I can locate them and remember the password(s). Foiled again!

Customer 143