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Startups & Strategy: The Cost of Ignoring Marketing
Manage episode 494656641 series 2291395
If you had $100,000 to grow your startup, how much would you spend on marketing?
Chances are - not enough. And you wouldn’t be alone.
In this episode of Think: Business Futures, Ali Aitken is joined by Dr Ofer Mintz, Associate Professor and Associate Head of Marketing at UTS Business School, whose research uncovers a surprising truth: more than half of startups don’t invest in marketing at all.
Ofer discusses:
- Why marketing is often misunderstood - and misused - by founders
- How skipping marketing hurts product-market fit, funding chances, and long-term growth
- Why adding a marketer to your founding team could double your odds of getting funded
- When to invest in marketing (and what that investment should look like)
- How to use AI tools wisely, without falling into the ‘shortcut trap’
So what’s going wrong? And what does it really mean to be customer-centric in a fast-moving, resource-strapped startup?
Hosted and produced by Ali Aitken
196 episodes
Manage episode 494656641 series 2291395
If you had $100,000 to grow your startup, how much would you spend on marketing?
Chances are - not enough. And you wouldn’t be alone.
In this episode of Think: Business Futures, Ali Aitken is joined by Dr Ofer Mintz, Associate Professor and Associate Head of Marketing at UTS Business School, whose research uncovers a surprising truth: more than half of startups don’t invest in marketing at all.
Ofer discusses:
- Why marketing is often misunderstood - and misused - by founders
- How skipping marketing hurts product-market fit, funding chances, and long-term growth
- Why adding a marketer to your founding team could double your odds of getting funded
- When to invest in marketing (and what that investment should look like)
- How to use AI tools wisely, without falling into the ‘shortcut trap’
So what’s going wrong? And what does it really mean to be customer-centric in a fast-moving, resource-strapped startup?
Hosted and produced by Ali Aitken
196 episodes
All episodes
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