Marketing for Outcomes

Startup—Small is Beautiful: Mindful entrepreneurs scale to the right size for good. Investors seek scale fast to maximize investment. Over rapid growth may create problems for founders, above all [...]

Startups Need Data: Many advisers will counsel budding startups to use national economic and market data to plan their new enterprise and be sure of realistic opportunities. This can be good [...]

Mission Driven and Purpose Capital Directory—USA: Seed and venture capital funds all have very particular criteria for investment in new and young ventures. Today, the fastest growing special [...]

Startup Purpose—benefit all stakeholders. Selfish startups don’t survive. Join the growing numbers of entrepreneurs who embrace stakeholder capitalism, rather than shareholder capitalism. [...]

Customer Respect: “Due to a Higher Than Usual Call Volume…” How many times have you heard this recorded voice message when trying to contact a customer support line? I am almost [...]

PEST Analysis: involves the analysis of four external factors that may impact your business: Political, Economic, Social and Technological. It should not be confused with a SWOT Analysis, that [...]

Buddhist Economics: is giving people a chance to use and develop their skills; enabling them to overcome their self-centeredness, joining with others in a common task; creating the goods and [...]

Fast or Firm Growth: Most of the time founders cannot simply make a choice between a startup’s fast or firm growth, when setting the priorities of new venture development. They get the [...]

Systemic Social Enterprise: Social enterprise is a term in common use for many types of venture that “address a basic unmet need or solve a social problem through a market-driven approach”. That [...]

Marketing for Purpose and Profit: Most startups focus their marketing plans on survival and growth—for good reason. Founders believe passionately in their product and care for their customers. [...]

Sales Funnel: simply a way to think about all the steps in the sales process and to be able to log them so that you can avoid a sudden dip in sales. If the sales funnel is not topped up at every [...]

Purpose-driven Ventures Thrive Sustainability benefits your startup and the world. Purpose-driven ventures thrive, creating both shared value and profits. Successful founders set sustainable [...]

New Business Normal: For health reasons, most non-essential businesses closed in order to diminish the spread of Covid-19, often at the request of government. As forecasts of the healthcare [...]

Airline Share Buybacks:  The US airline industry is seeking $50 billion from the Government—half in grants and half in loans—to compensate for the effects of the Covid-19 pandemic and its [...]

Company and Community: The business and community surrounding it are in a symbiotic relationship, whether desired or ignored. At the negative end of the spectrum, the inter-relation is easily [...]

Say the Customer’s Name: “Hello My Keyser, said Pricilla. Nothing very extraordinary about that, but Matt greets me that way, too. Both are Pharmacy Technicians at my local Walgreens, [...]

Opportunities for Purposeful Startups: there are many areas of opportunity for new ventures to address critical social issues, either directly or indirectly. Startups cannot ignore injustice [...]

Founders and Abundance: The definition of “to found” is to ‘set up or establish on a firm basis or for enduring existence’. Abundance means ‘an amount that is more [...]

Startup Storyboarding—what is that? Why would a startup want to use the storyboard technique? And for what? Surely that is just for film producers. Telling stories is one of the most persuasive [...]

Expansion or Extension: Management ‘specialists’ talk about Stretch Goals, or even Big, Hairy, Audacious Goals, or BHAGs. Venture capitalists, with whom you are probably not [...]

Reducing Risk to Startup Safely: Strategy is tough for entrepreneurs when they love their product so. They just want to get on with it, producing and selling what they’ve got. Let’s [...]

Marketing Strategy Grid: A marketing strategy integrates an organization’s marketing goals, policies, and action sequences (tactics) into a cohesive whole. I developed this Marketing [...]

Key Performance Indicators (KPIs) are metrics that will measure outcomes against strategies set at the level of the whole venture, a function of it, and even an individual department. You can [...]

Customer Profiling: How do you work out who your customers are? Are the important defining characteristics geography, lifestyle, demographics–or what? Take the time to answer your own questions. [...]

Customer Lifetime Model: Here is a graphic way that will help you relate the cost of customer acquisition and support to the value of a customer’s business over the lifetime of doing [...]