Marketing start-ups and marketing product launches


If you’re building a start-up or new business, chances are that you’re channelling most of your time into developing a great product or service – and rightly so. However it’s crucial not to forget one very important task: marketing.

Start-ups sometimes fail to apply the same depth of thought to marketing their business as they do to production, sales and cash flow. Too often they believe wholly in the maxim, “build it, and they will come.” That by delivering a great product, everything will naturally fall into line.

Just don’t rely on it.

Entrepreneurs come from all fields and walks of life. They may be savvy professionals, craftspeople, engineers and advisors, but not everybody is equipped with marketing experience. Many don’t fully appreciate that executing a well-founded marketing plan is essential to any venture’s success. No matter how ingenious a product or service, nobody will find it unless they know it exists and understand the value. That’s why branding and marketing is synonymous with telling a story – the story of a company and what it can offer.

Quality “product launch branding” and marketing crosses barriers and speaks to everyone consistently and persuasively. The idea of “build it, they will come,” is now out of date. You have to create a fantastic product, identify consumers, and then spend time telling them about it. Brands that tell great stories keep people interested and turn consumers into advocates.


Gain time. Marketing and planning is a critical but time-consuming aspect of launching new companies, products and services. Nobody wants to pause: the longer you wait, the more you have to lose. Reduce pressure. Design, manufacturing and supply issues are frequently prioritised over marketing. We understand that manufacturers like to make, and ideas people like to create, however this should not be to the detriment of marketing. We can support you while you concentrate on core business.

Gain confidence. Areas of concern are sometimes more easily spotted by taking a step back. Professional detachment allows for potential obstacles or issues to be identified, and then overcome by the correct deployment of resources. Think integrated. Research often uncovers new opportunities and ways to increase potential sales, especially within emerging social medias. By identifying all of them early, you can efficiently target these opportunities and save on marketing costs while achieving greater brand recognition and more leads.


Start-ups who want to improve their chances of success.

• SMEs venturing into new markets who intend to launch a new product or service.

• Individuals who are thinking about launching a new company.

It will help you understand:

• Where you stand against your competitors.

• The full range of online marketing opportunities for your business.

• Ways you can leapfrog and gain an advantage over competitors.

The Report includes: A detailed survey of your business encompassing research into your marketing, branding, and sales.

• Situation and competitor analysis.

• Marketing and branding audit.

• Target customer research.

• Conclusions and recommendations you can put into practice.

• The marketing Key Performance Indicators you need to watch.

• Typical costs of marketing and promoting your brand, product or service.

Want more information?


Concerned about the cost of launching a new company, product or service? Calico can help you with:

• Costing marketing and promotional activities around a new brand or product launch.

• Detailed competitor market research.

• Publicity opportunities to maximise your brand awareness.

• Focus group research with existing product/service users or potential new consumers.

• Devising PR and publicity strategies to reach the important opinion makers and influencers including bloggers, website owners and social hubs.

• Examining external factors which you don’t have much control over but might affect your marketing decisions.