When starting a new company, it’s tempting to want to sell your product to everybody. But targeting every consumer isn’t only impossible in terms of company resources, but it also makes for an ineffective marketing strategy, according to Silicon Valley branding expert Julie Supan – the mastermind behind YouTube’s meteoric rise to success. In an exclusive interview with First Round Capital, Supan explains why every start-up should get to know its “ideal user” before starting to promote its product. getAbstract recommends her insights to marketing and branding professionals as well as to leaders of young start-ups.
In this summary, you will learn
- Why start-ups need to identify their “high-expectation customer” (HXC) before marketing new products,
- How HXCs can help promote your company’s product, and
- Why your company should make its target customer part of its identity.
About the Author
First Round is a venture capital firm that provides early-stage funding for technology companies.
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