On brand

3 best practices for creating a business that resonates with clients

Creating a company strategy might not be as easy as it looks. Here are three things to think about before you dive in. Rawpixel.com from Pexels

In theory, creating a company from scratch should be easy, right? Your startup identifies a gap in the marketplace and develops a product or service that directly addresses the need. The target audience immediately sees how your company fulfills their specific concerns, and you start to turn a profit. Voilà!

If only the real world was so simple. No matter how world-changing your product or service might be, if your customers have never heard of it or you, they won't be buying any time soon.

Below are three important things to consider when building a company to stand apart to investors, customers, and the media.

1. Have a great name

Don't get cutesy — get clever. You want your company name to be memorable and easy to spell. This is important for both your audience and the Internet, because if people can't find you, they also can't refer you. We like it when your name actually means something — as an example, "Integrate" is indicative to the way we work with our clients and also essential to our company culture. Everything is integrated.

Once you have a few ideas, narrow your list down to your top three and start the research to make sure no one else uses them. Additionally, you want to check different domain names to see what's available and to ensure you have no immediate competition. The key exception is a company using a similar name, but in a different field and in a different region; e.g. your Houston marketing agency can have the same name as a London law firm.

Once you choose your company name, secure a unique domain for your website, including all related variations of your name to discourage people from finding the wrong company. You should also be sure to stay away from hyphens and special characters — Google doesn't like punctuation marks.

2. Stay true to your values

A crucial aspect of determining what your product or service does, lies in hashing out exactly how and why your company exists. How will you meet the needs of your core audience better than the existing market players? At the start, you need to be clear about who you are — and who you are not. Your company's brand values should be lived out daily by leadership and employees, and company culture should directly reflect company values.

3. Create and deliver value

Hopefully, the product or service you created will be valued by the targeted audience, but you also need to develop unique messaging about the product and your brand to connect with that audience. You must always craft relevant content that addresses exactly how it will make a difference in their lives.

This process begins and ends with telling a relatable story. Just like any good author, you have to show and not tell — people don't want to hear about your product, they want to hear about themselves and how their lives will be changed by your company and product.

As an example, Integrate has a client who provides financial services exclusively to restaurants. The company places high value on personal interactions, strong internal processes, and big data insights. But instead of trumpeting what they do compared to a generic big-box competitor, they showed establishments exactly how the company could assist with their liquor licensing concerns and exactly how various restaurants changes their businesses with this service. Case studies, infographics and video testimonials put the content in relatable terms that changes the narrative from a "push" to a "pull" type of message.

At Integrate, we believe in a completely integrated marketing approach, sharing our clients' stories wherever their target audiences may be, whether it's online, in the real world, or a specific combination of the two. The most important thing: connect with consumers in ways that are meaningful to them, and don't waste money on ineffective channels just because "everyone else is doing it."

For your startup to find success, you must take the time to create a worthwhile story. When you secure a recognizable name, surround it with tangible values, and connect your customers to meaningful content, you can quickly grow your business and drive meaningful results to your bottom line.

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Allie Danziger is the founder and president of Houston-based Integrate Agency, which focuses on digital marketing and public relations.

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Originally expected to raise $150 million, Mercury's latest fund is the largest raised to date. Photo via mercuryfund.com

A Houston venture capital firm has announce big news of its latest fund.

Mercury, founded in 2005 to invest in startups not based in major tech hubs on either coast, closed its latest fund, Mercury Fund V, at an oversubscribed amount of $160 million. Originally expected to raise $150 million, Fund V is the largest fund Mercury has raised to date.

“We are pleased by the substantial support we received for Fund V from both new and existing investors and thank them for placing their confidence in Mercury,” Blair Garrou, co-founder and managing director of Mercury Fund, says in a news release. “Their support is testament to the strength of our team, proven investment strategy, and the compelling opportunities for innovation that exist in cities across America.”

The fund's limited partners include new and existing investors, including endowments at universities, foundations, and family offices. Mercury reports that several of these LPs are based in the central region of the United States where Mercury invests. California law firm Gunderson Dettmer was the fund formation counsel for Mercury.

Fresh closed, Fund V has already made investments in several companies, including:

  • Houston-based RepeatMD, a patient engagement and fintech platform for medical professionals with non-insurance reimbursed services and products
  • Houston and Cheyenne Wyoming-based financial infrastructure tech platform Brassica, which raised its $8 million seed round in April
  • Polco, a Madison, Wisconsin-based polling platform for local governments, school districts, law enforcement, and state agencies
  • Chicago-based MSPbots, a AI-powered process automation platform for small and mid-sized managed service providers

Mercury's investment model is described as "operationally-focused," and the firm works to provide its portfolio companies with the resources needed to grow rapidly and sustainably. Since 2013, the fund has contributed to creating more than $9 billion of enterprise value across its portfolio of over 50 companies.

“Over the past few years there has been a tremendous migration of talent, wealth and know-how to non-coastal venture markets and this surge of economic activity has further accelerated the creation of extraordinary new companies and technology," says Garrou. "As the first venture capital firm to have recognized the attractiveness of these incredible regions a dozen years ago, we are excited to continue sourcing new opportunities to back founders and help these cities continue to grow and thrive.”

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