Startup marketing dos and don’ts

There’s a fine line in technology startups between learning from what others have done and being constrained by it.

It’s a line I try to walk in mentoring entrepreneurs in various venues (from Startup Weekend event roles to sitting on the Advisory Board for the inaugural SXSW V2V). Recently, I’ve taken part in two free webinars from the Education Division of the Software and Information Industry Association aimed at helping edtech startups navigate the odd and weird waters of the education marketplace.

And they are now posted for anyone to view.

The kickoff Ed Market 101 webinar, “Is Your Product Ready for the School Market?” covered some of the basics of making sure a startup was prepared to enter the market, and common obstacles easily overlooked by entrepreneurs more used to the somewhat more rational consumer or enterprise markets. (You can view the recording, or just download just the slides here.)

A subsequent Ed Market 101 webinar, “How to Spend Marketing Dollars (If You Have Any)” covered one of my favorite topics: long-fuse effective awareness and important sales support tactics in education technology, and the awful and persistent money pits. (That recording, too, is up for viewing, and the slides for downloading.)

I took part in only these two SIIA Ed Market 101 webinars, but it’s worth it for any startup to check out the entire series archive. Even established pros may find them useful refreshers on the current state of the art and science.