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New in Round 4
Marketing strategy
Build traction and reach your market.
1 · Relationships
2 · Channels
Organisational strategy
You can still strengthen or rebalance the organisation.
3 · Partners
4 · Activities
5 · Resources
6 · Reflection
Marketing strategy · New
Relationships
Decide how you will attract, engage and retain potential
customers and build visibility in the market.
Search Engine Optimization
i
Improve your visibility in organic search results
to attract relevant prospects.
No focus
Exhibitions
i
Present your offer at exhibitions or trade events
to generate leads and market visibility.
No focus
Social Media Outreach
i
Build an active social media presence to reach prospects,
create engagement and generate leads.
No focus
CRM
i
Use a CRM system to track prospects, customers
and interactions throughout the customer journey.
No focus
Customer Service
i
Build a reliable process for answering questions,
resolving issues and supporting customers.
No focus
Behavioural Targeting
i
Target specific customer groups based on behaviour
with tailored marketing messages and offers.
No focus
PR
i
Use public relations to build visibility and credibility
through external media and stakeholders.
No focus
Viral Campaigns
i
Create campaigns designed to spread through sharing
and rapidly increase reach and traffic.
No focus
Advertising
i
Use paid online or offline advertising to increase
visibility and generate demand.
No focus
Marketing strategy · New
Channels
Decide which channels you will use to reach prospects,
communicate your offer and convert attention into traction.
Direct Mail
i
Send targeted direct communications to prospects
or existing customers.
No focus
Newsletters
i
Send recurring news, updates and relevant content
to prospects and customers.
No focus
Press Releases
i
Distribute press releases to encourage coverage
by conventional or specialist media.
No focus
Blogging
i
Publish useful stories and in-depth articles to attract
attention and strengthen your brand.
No focus
Personal Selling
i
Use direct sales conversations to turn prospects
into paying customers.
No focus
Affiliate Marketing
i
Reward external partners for traffic, leads or sales
generated through their referrals.
No focus
Sponsorships
i
Seek sponsors or partners that contribute money,
time or visibility because they believe in your
product or mission.
No focus
Organisational strategy
Partners
Reconsider where external organisations and partnerships
can strengthen the venture as you prepare for growth and funding.
Alliances
i
Form strategic agreements with independent organisations
to access resources, expertise, channels, funding or intellectual property.
No focus
Open Innovation
i
Use external ideas, knowledge and intellectual property
alongside internal innovation efforts.
No focus
Co-Creation
i
Develop ideas, products or services together with
customers, users or other external contributors.
No focus
Joint Ventures
i
Create a jointly owned initiative with another organisation,
sharing investment, control, risk and returns.
No focus
Corporate Venture Capital
i
Work with established companies that invest capital
and expertise in promising ventures to create strategic advantage.
No focus
Supply Chain Integration
i
Collaborate closely with suppliers and other value-chain partners
to improve innovation, delivery and competitiveness.
No focus
Incubators
i
Use incubator support such as workspace, mentoring,
networks, seed funding and training to develop the venture.
No focus
Accelerators
i
Use an intensive accelerator programme to speed up
product development, market entry, mentoring and access to investors.
No focus
Universities
i
Work with universities for knowledge, research, talent,
technology transfer and access to scientific or technical expertise.
No focus
Professional Brokers
i
Use experienced intermediaries, mentors or specialist advisers
to access expertise, networks and practical guidance.
No focus
Distinctive Competencies
i
Build on strengths and capabilities that make the venture
distinct instead of simply mirroring competitors.
No focus
Organisational strategy
Activities
Decide which management practices and organisational activities
deserve attention as the venture moves towards growth.
Organisation Management
i
Design structures—such as team, network or virtual structures—
that help the venture coordinate work and innovate effectively.
No focus
Leadership
i
Invest in clear decision-making, communication and
the ability to mobilise people around shared goals.
No focus
Total Quality Management
i
Build a culture of continuous organisation-wide improvement
in the quality of products, services and processes.
No focus
Strategic Planning
i
Translate ambition into deliberate priorities, choices and plans
for how the venture will compete and grow.
No focus
Mission & Vision
i
Define a clear core purpose and future direction
that guide choices over time.
No focus
Tasks & Responsibilities
i
Create clear roles and responsibilities while giving people
challenging, meaningful work and room to contribute.
No focus
Lean Management
i
Optimise processes to reduce waste, improve throughput
and use resources efficiently.
No focus
Organisational strategy
Resources
Decide where investment in people and internal capability
will make the venture stronger and more funding-ready.
Personal Growth
i
Build a culture that gives people autonomy and opportunities
for personal and professional growth.
No focus
Coaching
i
Provide coaching and practical guidance to help both
new and experienced colleagues develop on the job.
No focus
Employee Involvement
i
Create meaningful opportunities for employees to contribute,
participate and feel ownership of the venture.
No focus
Salary Packages
i
Use attractive primary and secondary employment benefits
to recruit and retain the people you need.
No focus
Training & Education
i
Invest time and budget in training, education and mentoring
so colleagues can build relevant capabilities.
No focus
Explain your strategy
Required
Strategic reflection
Explain how your marketing and organisational choices work together.
What will create traction, what still needs strengthening,
and how do these choices prepare the venture for future funding?
Ready to submit Round 4?
Allocate all 100 focus points and complete the strategic reflection before submitting.
Submit Round 4
