Category: Marketing Strategy

Marketing Strategy


6 Key Items a Startup Should Consider When Expanding into a New Market

B2B Blog

Expanding your startup business into new markets can be exhilarating and at the same time frightening. When resources are tight, you want to make sure you get the most out of your investment. There are a number of items a startup must consider when expanding into a new market including:

Human Capital Available

Who on your team is going to lead this new market charge, what is their experience, how large is their network, do they have an understanding of the language and culture. All of these are important as in many cases, with all else being equal, having a team that can execute efficiently on a plan can make all the difference.

Financial Resources

Capital is always a consideration and depending on your product or service, can be a light investment (e.g. setting up a basic sales office with one or two staff). Alternatively, it can be more intense if a building, equipment and numerous staff are required. Be careful to watch your burn rate, and set specific goals and milestones to gauge your success by.

Market Entry Strategy

Your path to market for your product or service is of ultimate importance. Without revenue, there is no business. Consider what is the most effective way to get your product or service to market – direct sales, channel or reseller sales? In some cases it could be both. Have a firm grasp of the size of the market opportunity, pricing, product / service positioning before you go in full bore.

Market Messaging and Branding

Definitely related to your market entry strategy, you must ensure that your branding, messaging and value proposition points are well received and resonate with your target audience in the new market. In some international markets, colour and wording have a variety of meanings versus that in your home market. You want to ensure you manage this accordingly.

Regulatory and Legal Environment

Understand where you stand with respect to intellectual property and the legal liabilities associated with your operation in that market. Be sure to have good legal representation to ensure you are not caught off guard by an unexpected disruption to the business.

Competitive Landscape

Prior to entering the market you should have done a market analysis and one of the components would be the competitive landscape. Most people are great at identifying direct competitors but oftentimes do not take a look at indirect competition that is fighting for the same budget dollar.

If you are a startup and in need of sales and marketing assistance feel free to contact me, I would be happy to see if we can help. Alternatively, if you are simply looking for a source of excellent sales and marketing information, please feel free to sign up for our newsletter or follow us on Twitter.

Features of a Good B2B Blog

B2B Blog

How do you measure how successful your blog is? It could be by how frequently your posts are being shared or by the traffic going to your website.

There are a number of factors that contribute to making a blog successful. Here are some of the features we think are most important.

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The Art of the Perfect Post

the art of the perfect post

Let’s face it, there is a bit of a science behind the world of social media. It’s important to create a plan that you should follow in order to gain more followers, share amazing content or get people talking about your product or business. In their HubSpot webinar entitled, The Art of the Perfect Post, Guy Kawasaki and Peg Fitzpatrick share 10 key points to being successful on social media and how to share content worth reading.

Here is a recap of their webinar:

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Driving Inbound Leads for Canadian Industrial and Manufacturing Firms

Inbound leads for Canadian Industrial FirmsHistorically, an area that Canadian industrial and manufacturing firms have struggled with is growing business on an international level. The challenge is not specific to certain cities in Canada. I have seen companies in Toronto, Hamilton, Niagara and others in different parts of Canada all face this challenge.

So, how can Canadian industrial or manufacturing firms grow their business internationally?
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Setting Sales and Marketing Goals

sales and marketing

In July and August of this year, I am teaching a class for the University of Toronto Continuing Education Department on finding and marketing to customers. We have a wide range of businesses from consulting to retail, with a real mix of B2B and B2C. One of the first exercises we went through was talking about setting sales and marketing goals. It was a good session in the class and here are some of the highlights.

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