Post by Aditi Garg

𝗪𝗵𝘆 𝗮𝗹𝗹 𝗯𝗿𝗮𝗻𝗱 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝘀𝘁𝘀 𝗻𝗲𝗲𝗱 𝘁𝗼 𝗹𝗮𝘂𝗻𝗰𝗵 𝘁𝗵𝗲𝗶𝗿 𝗼𝘄𝗻 𝗯𝘂𝘀𝗶𝗻𝗲𝘀𝘀 - 𝗘𝗠𝗣𝗔𝗧𝗛𝗬 𝗙𝗢𝗥 𝗙𝗢𝗨𝗡𝗗𝗘𝗥𝗦 :) Launching 2 business ventures and being a very close part of the third, taught me what none of my 5 jobs did. You cannot apply the same lens of big companies that have budgets to start-ups that don't. Of how business really works. That gyan needs to be actionable. - That marjin is all that matters. When you are starting a business, you are anyway low on funds, so you are chasing value or volume. In either case, your marjins are wafer thin. Whatever research,marketing,media you do comes out of your marjin. For brand strategists & marketers who want to work with founders, please note that there are limited funds. That's a real scenario. Even for media agencies that want to work with founders, understand that funds are limited and everything goes into margin,costs and means a cut from somewhere. Suggesting that they spend 10 lakhs on meta because that's the only way to get ROI will not cut it. 𝗬𝗲𝘀, as a strategist or a media planner you need data. Data on the target customer, but well, that's the reality. A lot of ventures when they start, they don't do their consumer intelligence, mostly they do market intelligence and have a very strong feeling about what the consumer wants or does not want. I.E - The problem. 𝗡𝗼, how much ever you will try ,they will not spend that very treasured money on understanding/profiling the Customer. That's what big-pocketed companies do. The playbook has to change. Respect the founder, the founder's passion and the founder's priorities. 𝗬𝗲𝘀, You have a choice. And so do they. Of choosing who to work with. :) 𝗡𝗼, I don't suggest big budgets; come up with big research plans for start-ups now. I think of simpler, easier ways of getting the information and presenting it in a way that they can use. I need my margin and so do they. Here's a toast to all those founders who have had to listen to countless calls/meetings on what all brand strategists can do for them and wept silently on how they just don't have the funds for it. #founders #startup #empathy #brandstrategists