Developing a Lean A3 Startup Marketing Plan


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Yesterday, I introduced the Developing a Lean A3 Marketing Plan for review and comments. I encourage you to review it before proceeding with this post.

Every startup has different nuances and may be reviewing this post at different times in their development, I have found outside of having a bad idea, the area that distinguished startup marketing more so than any other area is developing product/market fit or your target customers. Most startups are affected by what might be called the China Syndrome. There are x amount of people, I will get x amount of market share. So if there are a billion people in China, I certainly should be able to get a handful for my product/service. All I need is a little marketing.

Since, I don’t believe the above, I think finding your beachhead market is the most important thing you can do. Even more so than have a minimum viable product. If we have a MVP and an established Target Market/Customer, we can develop the appropriate personas that we believe our correct. I like to use a persona or even a scenario type structure in the early stages of a start-up or a launch. It provides better clarity and focus in moving a plan forward. When you do by markets and even Key accounts to some extent, you tend to generalize more or make broader assumptions. I would rather adjust because of too much focus versus adjust because too little focus. It is also cheaper this way, if that has any relevance.

Marketing Plan A3 Startup

Republished with author's permission from original post.

Joseph Dager
Business901 is a firm specializing in bringing the continuous improvement process to the sales and marketing arena. He has authored the books the Lean Marketing House, Marketing with A3 and Marketing with PDCA. The Business901 Blog and Podcast includes many leading edge thinkers and has been featured numerous times for its contributions to the Bloomberg's Business Week Exchange.


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