Start Up Blog

Seems to be the word of the day in relation to startups and marketing in general. But do we really know what it is to be Authentic?

Here’s the Start Up Blog definition:

Authentic - Not being embarrassed about or having to hide, anything you do.

We shouldn’t worry about which words we use, rather how we live up to their underlying intention.

Being first to market is the best way to ensure success. (please re-read the last sentence) You’re inventing money. But it’s still possible to make significant dint in the market if you’re late and better, or you’ve pulled a copy cat move in a new geography.

Just in case you’re halfway through a startup launch and you’ve been devastated to find another player doing ‘your idea’, I’ve pictured a few inspirations to help you stay the course.

                        late but better

         copycat in new geography

          late but better

copy cat in new geography (NZ Ebay)

($700m sale price)

           late but had distribution

  late, but cheaper production method

The art of surfing is far more complex and considered than one might imagine. It’s much like Entrepreneurship. The perfect wave is different for different surfers. But some principals never change.

As a surfer you’re constantly assessing the situation. Before, during and after the session. But before you enter the ocean some decisions must be made.

Crowds - Smart surfers avoid crowded conditions. Even if the waves are perfect. You’re better off a little further down the beach where the waves are smaller but, at least you’ll catch a few.

Market Size – When you’re learning to surf, you don’t paddle out into the biggest waves you can find. You learn in the small stuff where conditions are more gentle and forgiving.

Investment – When learning there’s no point spending large sums of money on the latest equipment. You go to a garage sale. You pull together some stuff to do it – cheap. You might not enjoy it.

Market Entry – Before you paddle out you assess the best way to reach the line up of waves. It’s best to avoid the dumpers. They’re hard to push through. You’re much better off on the edge of the waves and letting the rip pull you out. Use the momentum of the ocean. Don’t paddle against it.

Positioning – You also need to know where to sit in the line up. Where to position yourself amongst the other surfers. Not too close, or you’ll both be fighting over the same waves. This is only relevant if there are other surfers in the water. Hmmm, I’ve got an idea…

Niche Market – Number one rule of surfing. If you find a secret spot with plenty of waves and no crowds, don’t tell anyone.

Experience – Know your limitations. It’s fine to get into the big stuff. But you have to be aware of the risk of drowning.

Incumbents – Locals can be very protective of their waves. It’s often better to surf in locations you know well and have the respect of others.

Preparation – It’s good to know how to swim before you even attempt surfing.

The Ride– Surfing is about radical moves, risk taking. The glory and ultimate rush doesn’t come from riding a wave in a straight line to the shore. How boring.

Exit Strategy – When you’re surfing on a reef or rocky point, you need to know where to exit. Sometimes you can’t exit a surf spot the way you entered. The tide might be low and the reef will cut you up.

Changing Winds – A good surfer can read the changing conditions, and know when to catch a wave in and be satisfied with what was achieved.

Be a surfer.

Forget the elevator pitch. What we need is two sentences.

One which descibes our offer to people.

One which describes our business model.

If you’ve been following this blog from the start you’ve just read your 20,000^th word!

It’s an indication how little things add up. Doing a little bit often, can add up to a lot later.

It doesn’t matter if you’re learning a language, getting fit, maintaining your garden or starting a business. They best way to get things done is to commit to doing a little bit often. 10 minutes a day. It’s also easier than saying I’ll dedicate Saturday to it, when we know we won’t.

Ask anyone if they’re prepared for Christmas a month, a week or even a day before they’ll say no. They need more time. It’s coming too quick, they have shopping to do, family to visit….

If you could delay it for them, they would take you up on the offer. But you can’t, and everything ends up getting done on time. Invariably it turns out great.

There are a million reasons to delay the launch, but it probably won’t make things any better. As Entrepreneurs we need to pretend it’s Christmas.

I went to have an MRI scan on my back. Not getting old, just injured! For those who don’t know MRI machines are big and scary.

Not so good for the paranoid and claustrophobic. The thing that stayed with me was the experience and how the staff made me feel. They metaphorically held my hand through the entire procedure. They managed my expectations right from the start. The doctor told me about the machine asked questions. At the clinic they again advised the machine looked scary and told me I’d be in a tunnel with no space. Handed me an emergency panic button, and told me the machine makes noises like a car smash. Then gave me a list of CD’s to listen to while having the procedure. (headphones & catered for all tastes too). All this cost nothing.

Net result was to minimise an uncomfortable experience. Not all products are about providing emotional highs and discretionary expenditure. Maybe your start up is about providing a service people don’t like, maybe you’re a dentist. What things can you do to make it a remarkable anxiety reducer?

I asked a group of trusted colleagues an opinion for my upcoming launch campaign. The question was: If you could pick any celebrity to be seen using our new product, who would it be?

Than answers were many and varied, but everyone included Paris Hilton.

She is either the smartest girl on the planet or the luckiest.

I’m not sure.

She is certainly the benchmark for massive exposure with product placement. The question we need to ask ourselves is…

Does Paris potray the right image for our brand at launch? Rarely.