If You Build It, They May Not Come. Budget Ahead for Startup Marketing.

I am not sure how many of you remember the 1989 film, Field of Dreams, starring Kevin Costner, who plays a farmer who builds a baseball field in the middle of an Iowa cornfield, after hearing a voice tell him “if you build it, he will come”.  And, sure enough, despite people thinking he was crazy, people did end up coming, to watch a bunch of baseball legends of years gone by, reunited for a modern-day baseball game.

I often feel that startup entrepreneurs are building their own Field of Dreams, when launching their startups.  But, unlike the Hollywood script, often times the sad reality is:  “if you build it, they may not come”, especially without any foresight to building a sales and marketing plan and budget to help get initial users engaged with your product.

Read the rest of this post in Forbes, which I guest authored this week.

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