We’ve supported hundreds of startups over the years from every sector you can imagine, SaaS ventures to semiconductors to building intelligence in a toaster.
Philosophy that Guides Startup Campaigns
Are these guys going to make it?
Every journalist, analyst and influencer who intersects with your orbit is thinking this even though they won’t ask the question in such direct language.
To counter the are-these-guys-going-make-it thought bubble, we identify existing assets and build new ones with the single objective of building credibility for startup clients. You can’t flip a switch to make this happen. It takes time, making sure we amplify game-changing events like that early customer who chose you over legacy competitors.
A sense of urgency and aggression is often embedded in the DNA of startups. We will push the limits of your narrative … but not too far. We want to avoid the “H” word, hype.
It’s OK to push a tick or two beyond the bounds of reality. Our experience will guide you to stay out of the hype zone which brings us back to the overarching objective of developing a foundation of credibility.
In building a startup’s credibility, we’re tapping the following areas for potential assets:
Potential to slay a Goliath
Proof of concept
Solves a big problem
Management’s track record
We recognize the importance of funding announcements.
They send a signal that people believe in you. They create momentum. They deliver a proof point of credibility.
Yet, amplifying this type of announcement in today’s environment requires equal parts strategy, storytelling and guile. Consider that venture funding has surpassed the crazy money from the dot.com era .
This means announcements on funding events are also at an all-time high, causing “funding fatigue” for journalists. We actually wrote about this issue a few years ago when a startup announced a $100M round and garnered virtually no coverage.
To navigate this climate and ensure our startup clients garner their due when announcing funding, we construct a fresh narrative that goes beyond the money. This includes connecting the dots to industry trends. We also strive to secure third parties — individuals who don’t have a monetary stake in the company — who are willing to validate the startup’s direction. And we take the time to not only identify the right journalists but customize the pitch to the specific journalist and publication.
Back to the Big Picture
The odds are stacked against startups.
Many forces not the least being existing and often large companies don’t want to let you in.
The intangibles such as tenacity, courage and commitment have a big say in the success of a startup. We bring those intangibles to the communications function.
If the timing is right to build your public profile, let’s set up a time to talk.