Rocket Watcher by April Dunford

Product Marketing for Startups

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How to Build a More Targeted Startup Pitch

Mar 3, 2010 8:00am

You're pitching your startup to a lot of people including investors, business partners, customers, prospects, media and analysts. It might be tempting to build one pitch and re-use it. Don't do it! Recycling is good for the environment but it's very dangerous for your startup....

Leaner, Meaner Innovation

Mar 1, 2010 8:45am

Lean startups and hands-on angel investors are changing the startup landscape in Toronto. An article (plus video) I did for CityNews and The Mark News....

Should You Teach Your Customers How to Buy?

Feb 25, 2010 2:47pm

Smaller companies I work with are often reluctant to try to influence customer buying criteria. The thinking usually goes that the customer knows what they want and doesn't want to be actively "sold." I don't believe that's the right way to look at it....

13 Ways to Run a Kickass Webinar

Feb 23, 2010 7:21am

When your marketing budget is microscopic, every marketing tactic you run needs to be optimized. Cheap and easy to run, almost every company I work with does webinars but they are often run on autopilot. Here are 13 ideas for getting more out of your webinars....

Business Lessons from John Mayer and Google Buzz

Feb 18, 2010 7:00am

What do John Mayer and Google Buzz product managers have in common? They're both having a rough couple of weeks. It struck me that there were some common themes between the two incidents and business lessons to be learned. Not really but it's my blog OK, and I...

Attaching your Startup Brand to a Movement

Feb 16, 2010 8:09am

Attaching your startup brand to a movement involves figuring out what your brand stands for. Here's a hint - the movement isn't called "Making me Rich."...

4 Ways to Send Customers a Valentine

Feb 12, 2010 6:59am

Ah Valentine's day. There's nothing like a made-up holiday to remind us that we should be nice to people at least once a year. When was the last time you showed your customers a little love? And I'm not talking heart-shaped box of Godiva love here either,...

5 Considerations when Marketing to Early Adopters

Feb 9, 2010 8:30am

Research shows that there are a set of factors that effect the rate of adoption of a new innovation. Clearly product characteristics are a critical factor each of these but there isn't a single one where marketing can't have at least some impact. Here are a set of...

The Google Superbowl Ad: Why Now?

Feb 8, 2010 8:57am

Google launched their first ever major TV ad last night at the Superbowl and thinking about it I had a moment where I thought - "Oh dear, this is the end of them." Why would Google want to do a TV ad now?...

7 Rules for Perfect Press Releases

Feb 2, 2010 7:45am

Nearly every startup I have worked with has been nervous about writing press releases. Lack of experience is one reason but people also think there are a set of secret rules to writing one "properly." I'm also hearing startups say they believe press releases are irrelevant in an...