Novartec

There are no blueprints for a technology startup. It’s not like expanding a product line or opening a branch office. These companies are trying to create a market with no service history, little brand equity and by selling something that nobody has bought before.

The kind of customer who buys a product like this, from an organisation like that, is both unusual and in short supply. The marketing requirement then, is unlikely to be the same as it would be for a more established company selling something that everybody is familiar with.

This ebook is relevant to any company that is starting up, but it’s focused on the unique dynamics of an early-stage technology business and the idiosyncrasies which necessitate a different approach to marketing planning.