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TLV Startup Hub Message Board › The Branding Panel - continue discussion

The Branding Panel - continue discussion

Or-Tal K.
lemino
Ramat Gan, IL
Post #: 20
The March meeting presented the Entrepreneurs Branding Panel which discussed the topic "How early should a company begin to plan its Brand and Marketing?"

The moderator was Avichai Levy and the panelists were Danny Arazi, Ouriel Ohayon and Yaniv Golan. Each offered a totally different prospective on the issue.

Some main points from the discussion:

Danny Arazi pointed to the fact that marketing is first and formost strategy.

Avichai Levy said that there is a perceived difference between B2B and B2C.

Yaniv Golan said that the company is initially lead by product management and that it is essential that the entrepreneurs will have a direct contact with their initial audiences - only then can the initial strategy be formed.

Ouriel Ohayon pointed to the fact that there is no place for marketing before the product. Some products are so brilliant they get publicity without any investments in marketing.

Netta Weinryb remarked that publicity is only a small fraction of marketing communications and does not replace marketing strategy.

Ouriel said that the question is whether the company's DNA is marketing oriented or not.

Avichai said that there is still room to call for the change in the market's perception, that dedicating a whole executive position to marketing isn't a waste of time only because he doesn't take part in writing the code.

(...to be continued...)
A former member
Post #: 1
If the product is oriented towards a mature market, the marketing strategy should be well thought of prior to even beginning the development of a product. However, the tactics involved may vary during the development process. If the product is set to be marketed into a market that is only now "in diapers", the company should focus on product first and marketing later (constantly listening in on the needs).
Or-Tal K.
lemino
Ramat Gan, IL
Post #: 21
Ouriel Ohayon's blog post about this meeting:
https://ouriel.typepad...­
Or-Tal K.
lemino
Ramat Gan, IL
Post #: 22
Niv Calderon's Videos of the event:
part 1: https://www.nivcaldero...­

parts 2+3:
https://www.nivcaldero...­


thanks!
A former member
Post #: 1
Hi all,

As always it is different from company to company due to various reasons like product status, resources, internal skills, etc.

In General 3 remarks:
a) It should start as early as possible: when we know who the customers are, what the product should do, who are the competitors.
b) It should start before selecting a company name. I met few enterprenuars that chose bad name and it was very difficult to convince them to replace it.
c) Branding and marketing strategy are a continuous process. As the business change so should branding and marketing strategy.
Ran R.
ranrub
Mountain View, CA
Post #: 1
My impression is that VCs/Angels expect you to have the marketing all figured out in your business plan. How can I ask for money for marketing (not ads/publicity/sales) when everything is supposed to be figured out?
So marketing is an activity for bodies with resources, who need to decide what to do with those resources. Enterpreneurs are to VC's what Marketing officers are to growing companies.

Ran.
Or-Tal K.
lemino
Ramat Gan, IL
Post #: 23
For those who asked - the Bios of the participants:
The panel moderator is
Avichai Levy - one of the founders and VP Marketing of TTI Telecom, CEO of Targetize (a mobile search start up), Managing Partner of StarVision (a company providing marketing and strategy services to technology companies), VP Marketing of Mobixell(Mobile Multimedia Technology Company), Chairman of Inter8ing (an internet company providing rating for blogs) and head of the high tech program of the Bar Ilan Training Unit.
And the panelists are -
Yaniv Golan - CTO, Yedda - Yaniv co-founded Yedda, which was recently acquired by AOL. At Yedda, Yaniv manages the product, community, marketing and technological efforts. Before Yedda, Yaniv spent several years with SmarTeam, which was acquired by Dassault Systemes. Yaniv's last role at SmarTeam was VP R&D. Yaniv is also an active participants in many net-based venues and groups.
Danny Arazi - CEO, Machiato Technology Entrepreneurs - Mr. Arazi was EVP, partner and Co-founder at Orckit Communications (NASQ: ORCT), Founder and member of the Board of Directors at the DSL Forum, Founder and CMO of Siliquent Technologies (acquired by Broadcom Inc). Arazi's resume also includes co-founding of Nexsig, Quix Technologies, TransStream, Serconet LTD, Remotability INC. , Cellguide LTD., NorthHills, MediaDisc and Kastel Communications.
Ouriel Ohayon - LgiLab General Manager. He has over ten years of experience in the Internet industry and international consumer and retail marketing, both at multinational companies, such as Reckitt Benckizer and Danone group, and as an entrepreneur. After the acquisition of an Internet company he founded, Mr. Ohayon joined ICQ (an AOL company) in Israel as the director of sales and partnership. He was then promoted to regional business director for Europe and Asia. Mr. Ohayon is also known as an active Internet/Web 2.0 opinion leader, serving as one of the main contributors of TechCrunch.com and editor of its French version TechCrunch.fr, two of the leading blogs on new Internet startups. Ouriel has graduated from HEC school of Management (Paris) and earned a Master at ESADE (Spain). See ouriel.typepad.com.
Or-Tal K.
lemino
Ramat Gan, IL
Post #: 24
If the product is oriented towards a mature market, the marketing strategy should be well thought of prior to even beginning the development of a product. However, the tactics involved may vary during the development process. If the product is set to be marketed into a market that is only now "in diapers", the company should focus on product first and marketing later (constantly listening in on the needs).

Hi Doron,
I think that it is always necessary to keep a balance between the product, or R&D, and the marketing. Those activities should be intertwined. Even if you presume to create a totally new market with your product - it is a must to do it hand in hand with marketing experts. Some entrepreneurs are lucky enough to be both marketing oriented and tech savvy. But when one doesn't hold both, it is important to reognize in time in which area you need help.
Or-Tal K.
lemino
Ramat Gan, IL
Post #: 25
My impression is that VCs/Angels expect you to have the marketing all figured out in your business plan. How can I ask for money for marketing (not ads/publicity/sales) when everything is supposed to be figured out?
So marketing is an activity for bodies with resources, who need to decide what to do with those resources. Entrepreneurs are to VC's what Marketing officers are to growing companies.
Ran.


This seems like the famous chicken and egg question. You must prove that you have a marketing strategy to get funds, but you need funds to create any marketing activity, from strategy up.
So what can be done?
First of all, I don't think VCs expect you to show up with a running advertising or PR campaign. I think what they want you to show them is that you have dedicated thought and some resources to the marketing strategy your company will need to use. There is a big variety of marketing strategies and needed resources, to satisfy different business models and industries. If you need to reach end users with a physical product you need a lot more resources than if you intend to reach your end users with an online product. B2B require totally different strategies and budgets than B2C. Some thought and research has to be dedicated to your marketing plan before you approach and VC or angel. Because you won't even be able to define your financial need if you don't define your marketing needs.
As for marketing resources pre-funding - there are many. First - there is a lot of information on the web. There are many conventions and events where you can learn a lot - and they are either free or inexpensive. And yes, there are consultants that can help you through the process, do it with you, not completely outsourced, and this can be an affordable model. Some consultant will even go for a deferred payment (after funding) or equity.
Or-Tal K.
lemino
Ramat Gan, IL
Post #: 26
Ouriel Ohayon's blog post about this meeting:
https://ouriel.typepad...­

and my own:
https://or-tal.com/?p=...­
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