Marketing your startup to build confidence, not sales
A startup business only grows when there’s an investment in the business, but as a founder, how do you invest when cashflow is still unpredictable? This is the catch 22 that many business owners face. The obvious answer is to grow sales and then use the additional cash to build the business, but interestingly, this is often not the best option. More sales equal more operational challenges, especially on the back of existing capacity constraints in growing businesses. Simply boosting sales can kill the company. So what’s the answer? How do you invest in the business when money is scarce and additional sales unwanted? The answer lies in betting on market demand, rather than sales. There is a comfort to be found in knowing that your services are in demand, even if there are no sales. Demand is what makes the phone ring and therein lies the confidence that you can invest in your company. Never mind sales; healthy demand allows you to live in the future. But how do you raise