A startup’s prime objective is: “To become the gorilla of a new category.”
Google = search
Facebook = social networking.
Uber = ridesharing.
Twitter =microblogging (“short news”).
You are branded – forever. Everyone knows what w...
“We have a great idea that so much better than [XYZ established market leader], why can’t we get money from venture investors?
That’s a frustration of first timers, a very irritating and difficult hurdle to overcome.
Let’s take a look...
Why is a new category important?
What is a "category"?
Why are startup people talking about category so much?
Those are all great questions by entrepreneurs aspiring to become great.
WHAT IS A CATEGORY?
Is your plan for your startup to get going, get larger, deliver a lot of products using the company's brand name?
"Think again" says the serial entrepreneur, as do world-class branding gurus, like Al Ries (Mr. Positioning).
Note in Al ...
Management strives to be the "first-mover."
Marketing strives to be the "first-minder."
"In marketing circles, the first brand that gets into the end users' minds is almost always the winner. Gatorade in sports drinks. Red Bull in ener...
Management tries to expand the brand.
Marketing tries to contract the brand.
Your first product has to stand for something important to the end user. That is how its name gets branded. Red Bull is bra...
I've been discussing "morphing" a startup in recent blogs.
Morphing a startup is all about movements and focus.
My blogs on startup morphing are aimed at delivering special tips to founders of today's startups -- because they are under...
Should founder CEOs expect to be CEO when the startup goes to initial public offering?
Most first timers say "Of course!"
Serial entrepreneurs say "Maybe."
The startup veterans have learned that a CEO for a post-IPO company ("a public...
Here is an exciting start-up battle to learn from. Mobile billing payments is a new category (fresh market). No company yet dominates it (gorilla). Several companies are fighting for leadership position. Let's do a quick study of this wa...
The 2011 startup pattern is set: Rising, gathering momentum.
You can see it more clearly daily. I and others have been blogging about it week after week in January.
One of the signs of the rising wave is mergers of startups. Each sign...