Guidelines for e-Startup Promotion Strategy

Startup businesses have always played an important role in the global economy, but recently their importance has grown significantly. For this reason, governments around the world have amended regulation and created incentives to encourage their development. However, statistics show that startups ha...

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Autores principales:	D'Avino,Marco, De Simone,Valerio, Iannucci,Marco, Schiraldi,Massimiliano Maria
Lenguaje:	English
Publicado:	Universidad Alberto Hurtado. Facultad de Economía y Negocios 2015
Materias:	start-up promotional strategy marketing advertising formats
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242015000100001
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spelling	oai:scielo:S0718-272420150001000012015-05-19Guidelines for e-Startup Promotion StrategyD'Avino,MarcoDe Simone,ValerioIannucci,MarcoSchiraldi,Massimiliano Maria start-up promotional strategy marketing advertising formats Startup businesses have always played an important role in the global economy, but recently their importance has grown significantly. For this reason, governments around the world have amended regulation and created incentives to encourage their development. However, statistics show that startups have an extremely high mortality rate, often due to a lack of strategic planning, wrong marketing investments or inefficient resource allocation. The purpose of this paper is to propose a decision-driven tool which will enable the creation of a successful promotional strategy. The proposed strategy is a three-stage process allowing startups to gradually eliminate non-optimal advertising formats. The first stage focuses on the analysis of the e-market where the startup operates. The second stage is dedicated to the economic environment that the new company will face relative to its available resources. Its aim is to reject overly expensive advertising formats by linking costs to availability of funds. The third and last stage is a cost effectiveness analysis, allowing the entrepreneur to identify the best advertising formats and using an impact-factor as a proxy of effectiveness. The proposed methodology has been applied to the case of an Italian early-stage startup for validation.info:eu-repo/semantics/openAccessUniversidad Alberto Hurtado. Facultad de Economía y NegociosJournal of technology management & innovation v.10 n.1 20152015-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242015000100001en10.4067/S0718-27242015000100001
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	start-up promotional strategy marketing advertising formats
spellingShingle	start-up promotional strategy marketing advertising formats D'Avino,Marco De Simone,Valerio Iannucci,Marco Schiraldi,Massimiliano Maria Guidelines for e-Startup Promotion Strategy
description	Startup businesses have always played an important role in the global economy, but recently their importance has grown significantly. For this reason, governments around the world have amended regulation and created incentives to encourage their development. However, statistics show that startups have an extremely high mortality rate, often due to a lack of strategic planning, wrong marketing investments or inefficient resource allocation. The purpose of this paper is to propose a decision-driven tool which will enable the creation of a successful promotional strategy. The proposed strategy is a three-stage process allowing startups to gradually eliminate non-optimal advertising formats. The first stage focuses on the analysis of the e-market where the startup operates. The second stage is dedicated to the economic environment that the new company will face relative to its available resources. Its aim is to reject overly expensive advertising formats by linking costs to availability of funds. The third and last stage is a cost effectiveness analysis, allowing the entrepreneur to identify the best advertising formats and using an impact-factor as a proxy of effectiveness. The proposed methodology has been applied to the case of an Italian early-stage startup for validation.
author	D'Avino,Marco De Simone,Valerio Iannucci,Marco Schiraldi,Massimiliano Maria
author_facet	D'Avino,Marco De Simone,Valerio Iannucci,Marco Schiraldi,Massimiliano Maria
author_sort	D'Avino,Marco
title	Guidelines for e-Startup Promotion Strategy
title_short	Guidelines for e-Startup Promotion Strategy
title_full	Guidelines for e-Startup Promotion Strategy
title_fullStr	Guidelines for e-Startup Promotion Strategy
title_full_unstemmed	Guidelines for e-Startup Promotion Strategy
title_sort	guidelines for e-startup promotion strategy
publisher	Universidad Alberto Hurtado. Facultad de Economía y Negocios
publishDate	2015
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-27242015000100001
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Guidelines for e-Startup Promotion Strategy

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