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A Startups Guide for Planning Road Trips and Marketing Strategy

Updated: Jan 31

Startup Marketing Strategy

Here’s a story about road trips and marketing strategy...

Scenario 1. Cross-country road trip 2023.

  1. You map out your route and have GPS

  2. You have a set arrival date

  3. You plan stops you want to see

  4. You make sure you have roadside assistance

Scenario 2: Cross-country road trip 2023.

  1. Who needs a map when there’s destiny?

  2. Your arrival date is just a suggestion, right?

  3. You’ll stop when and if you want to

  4. You might have a jack and lug wrench…

I know there are people who are like scenario 2! Yes!

…but unless you are comfortable getting lost, wasting time and money, and being stuck spinning your wheels, scenario 2 is not a plan or a strategy to get across country.

It’s the absence of a plan.

And I see this a lot in early-stage startups.

"Let’s just get marketing rolling and we’ll see where it takes us!"

(I know where it takes you…a dead-end road or a scary motel with bed bugs…)

It also means inconsistent results, wasted budget, slower growth, and a strong likelihood of missed goals.

A defined marketing strategy and plan help get you where you need to go by identifying:

  1. Goals

  2. Audience

  3. Timelines

  4. Tactics

  5. And maybe even some tools

It’s your map.

It keeps you accountable and on track.

And it helps put you on the path to success.

If you hit a wrong turn along the way, it’s ok. Because you have a plan…and now you can adjust if need be.

So what do you need to do?

  1. Define your strategy - High level and aligns with business goals. Strategy determines what your company needs to achieve its goals.

  2. Create your marketing plan - Gets granular. Includes steps to how you will achieve your goals and support the strategy.

Without a strategy, your success is left up to destiny. And that sounds like a terrible plan for your startup.


Anne Laffin is the founder of Fin Marketing Management. She created this consultancy out of her experience watching startups try to navigate marketing during their foundational years. She understands the pitfalls of not having a marketing plan or strategy and created a solution that specializes in creating both.

Have questions? I would love to discuss them with you. Even the questions about road trips.


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