Although older adults are one of the fastest-growing demographics, they’re quite underserved when it comes to consumer tech. The global population of people older than 65 will reach 1.5 billion by 2050, and members of this cohort — who are leading longer, active lives — have plenty of money to spend. Still, most startups persist…
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Before you hire a marketing consultant who doesn’t understand your products or commit to a CMO who has several years of experience — but none in your sector — consider influencer marketing. If the phrase evokes images of celebrities hawking hard seltzer, think again: An influencer can be as humble as an enthusiastic Reddit user…
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Assembling a startup team is harder than assembling 10 IKEA dressers, and the stakes are much, much higher. Starting with the assumption that 90% of startups will fail and the most successful ones take an average of six years to IPO, founders must make careful decisions about whom they invite to join the core team.…
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Early-stage startups tend to claim that their go-to-market strategy is fully operational. In reality, GTM is a stark numbers game, and even with a solid plan in place, it can be easily foiled by common problems like turf battles and poor communication. Finding GTM fit is a milestone for any startup that includes everything from…
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Did you see the viral videos of yesterday’s flooding in New York City subways? In one, riders waded through brown, waist-deep water; another video showed a cascade rushing down a flight of stairs to a subway platform where passengers waited for a train. Infrastructure doesn’t attract much attention until it fails. Domain name services (DNS),…
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Yesterday, China ordered ride-hailing company Didi to stop signing up new customers after regulators announced a cybersecurity review of the company’s operations. As of this writing, Didi’s stock price is down 5.3%. In today’s edition of The Exchange, Alex Wilhelm suggested that the move wasn’t a complete surprise, but it still “puts a bad taste…
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With the right message, even a small startup can connect with established and emerging stars on TikTok, Instagram and YouTube who will promote your products and services — as long as your marketing team understands the influencer marketplace. Creators have a wide variety of brands and revenue channels to choose from, but marketers who understand…
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For this morning’s edition of The Exchange, Alex Wilhelm studied information recently released by mobile gaming studio Jam City as it prepares to go public in a $1.2 billion blank-check deal with DPCM Capital. “Jam City is a bit like Zynga, but unless you are a mobile-gaming aficionado, you might not have heard of it,”…
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Before Twilio had a market cap approaching $56 billion and more than 200,000 customers, the cloud-communications platform developed a secret sauce to fuel its growth: a developer-focused model that dispensed with traditional marketing rules. Software companies that sell directly to end users share a simple framework for managing growth that leverages discoverability, desirability and do-ability…
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Origin stories are satisfying because we already know the hero will overcome the odds — and in doing so, they’ll reveal their core strengths. This week, we published a four-part series about how Klaviyo co-founders Andrew Bialecki and Ed Hallen bootstrapped their startup into an e-commerce marketing automation platform now valued at $4.15 billion. Neither…
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