Startup Marketing: Depth Vs Scope

Building a great startup product is rarely enough. Marketing it is equally important. Doing it correctly, however, is a tough ask for two major reasons:

First, you rarely have a substantial marketing budget, if any. This is especially true in the very early stages of your startup when you need to validate your idea and get initial traction before being able to fundraise. Because of this, investing in both depth and scope is simply impossible because your time and capital are limited.

Second, in the idea generation and validation phases of your startup, you wouldn’t know if you have a product-market fit yet. Because of this, you cannot

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