Author Archives: Mark Evans
Why Startups Should Create Customer Personas
For startups looking to break into the market, identifying their customer is obvious. Far too often, however, startups tend to look at target audiences as one amorphous group that has the same characteristics, needs and interests. The problem with a … Continue reading
This Week in Canadian Startups (May 18, 2013)
For people who have been watching Pebble for awhile, it has been fascinating to see its path from a smart watch project created by students at the University of Waterloo to being the belle of the ball at Kickstarter (more … Continue reading
Startups and the Art of Storytelling
As brand journalism and content marketing become more engrained into the way that companies do business, storytelling is clearly becoming more important. There are a couple of reasons why this is the case. First, good stories are interesting, attractive and … Continue reading
Should Startups Use Consultants?
Earlier this week, the New York Times’ “You’re the Boss” column asked whether small and fast-growing businesses should hire consultants. The author, Clifford Oxford, opined that consultants should mostly be kept away: “This is the human factor of growth, and … Continue reading
How Much Should Startups Spend on Marketing?
How much should startups spend on marketing? It’s a difficult to answer question to answer because many startups think that anything spent on marketing is a challenge to justify, whether it’s $100/month for a digital tool or $25,000 for an … Continue reading
How to be David When There’s a Goliath
For most startups, being to market first with a new idea or service is a rarity and luxury. For everyone else, the market is usually dominated by one or two players, even if the market is still in the early … Continue reading
