Simon Martelo

That next endeavor that you launch, whether it’s creating handcrafted products for the farmers market, starting a new coffee shop, if you share your story and give people a way to follow your journey, they will. Some will buy your products, others will tell their friends, and still more will cheer you on.

An audience is actually easier to build than... See more

Understand your audience. You must know who, precisely, you are building for. Understanding this early on in your company life cycle can be especially powerful, as it allows you to prioritize acquisition efforts. The hope is to build an early user base that will drive you toward your end goal.

Product 1st, Market 2nd: Most successful new markets begin with a market-sensitive technologist recognizing an inflection point that enables a new kind of product. The next question becomes: “who wants to buy my product?” Start with the product and search for the market as opposed to vice versa. Evaluating a market trying to find holes and... See more

So many founders have a great idea but can’t figure out how to sell it. Second-time founders know that they shouldn’t even bother with an idea if it is not sell-able. Marketing risks force you to face the truth: Do you know enough about your market to know how to sell it and who will buy it?

Founders: Find something that is both important to you and resonates with a group of people at this particular moment in time. In the early days you’ll need to frame your story—to recruits, to partners, to investors, and to the entire outside world—along those lines. Talk about why your company matters, not just what it does. Make sure your product... See more