This Houston startup is increasing access to marketing for other startups and small businesses

"We're here for the founders and the little guys," Alfredo Arvide says about his new venture that's redefining marketing for small businesses and startups. Photo courtesy of MAP360

A new Houston organization is working to redefine the way startups set up their marketing strategy — focusing on specific projects tailored to the client's goals at a significantly cheaper price than a normal marketing agency.

MAP360, also known as The Marketing Acceleration Program, is collaborating one-on-one with clients to learn their particular needs and goals for individual projects. Unlike traditional marketing agencies, they do not work on retainer, instead they focus on small contracts to increase efficiency and affordability for startups and small businesses.

"There is a great opportunity in Houston with the accelerating innovation ecosystem," says Alfredo Arvide, CEO and co-founder. "When my co-founder and I were brainstorming ideas, we saw the need for a marketing program tailored specifically for startups or small businesses."

Arvide's new marketing acceleration program has always been one of his goals as a budding entrepreneur, previously founding Pushr an app that manages multiple social profiles across all platforms. However, it was his layoff from Accenture last month, a result of the ongoing impact of coronavirus on the economy, that spurred him into action with his business partner, Jacqueline Levine, who has taken on the role of chief marketing officer.

The two have combined decades of experience in the marketing world — most recently Arvide was the prototyping center director within the Houston Accenture Innovation Hub.

"Usually in a startup, the entrepreneur wears a lot of different hats," says Arvide. "They have the responsibility to market the business and manage financials, this is a lot of pressure. We wanted to provide a different sphere of the marketing spectrum at an affordable price."

MAP360 touts a 50 percent or fewer costs of an agency with the same agency-quality talent. The services they offer range from branding, storytelling, design, to consulting. They also offer tiers or packages aimed for startups, funded or growing businesses, and established businesses. Each package has a different time frame and helps the client's marketing goals with the most efficiency.

For example, a startup has a need for pitch materials and setting up basic brand guidelines, unlike a growing client who perhaps needs a marketing distribution plan or social media engagement plan more urgently.

"We are able to focus on affordability and the needs of our clients because of our strategic nature," says Arvide. "We are going to provide our clients with campaigns that are very specific to their audience while providing them a plan and metrics for success."

MAP360 strategy of upfront costs and marketing plans cut to size added another benefit for clients' bang for their buck with their proprietary approach to data. The psychographic data allows businesses to measure and meet their target metrics using a profile of their customer's interests and values.

"We use a partner firm that uses demographic and psychographic data," says Arvide. "Then we can analyze the firm's target audience at the highest probability. We are not casting a huge net, rather fishing for the very specific fish willing to bite."

A startup itself, MAP360 has its own plans and metrics for its own success, aiming to add 10 to 15 new clients before the end of the year and expect that figure to double in the next year to 20 to 30 clients. They also plan to use local marketing professionals and freelancers to expand their pool of specialists.

"We're here for the founders and the little guys," says Arvide. "We want to help them be better and partner with local talent to make Houston first in the innovation sphere."

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A Houston medical company is in the process of being acquired by a Seattle health tech business. Image via 2nd.md

A West Coast health tech company has announced the acquisition of Houston-based 2nd.MD.

Accolade Inc., which uses technology solutions to help users better understand their benefits and the health care system, announced last week that it has signed a definitive agreement to acquire Houston-based expert medical opinion company 2nd.MD.

The goal of the acquisition is to further simplify the healthcare experience for employees and increase return on investment for employers, according to a press release from Accolade, and the company will continue to offer 2nd.MD's service on a stand-alone basis as well.

"We share a common vision to help every person live their healthiest life by dramatically improving quality and accessibility of care through a people-focused, clinically-driven support model," says Rajeev Singh, CEO of Accolade, in the release. "Bringing 2nd.MD's world-class Care Team and digital approach with expert medical consultation into Accolade, and continuing to offer it on a stand-alone basis, will have an immediate and measurable impact for our customers, their employees, and the health plans we work with."

"Both companies have built deep relationships with employers and health plans by helping employees navigate the increasingly complex and inconsistent healthcare system," Singh continues. "With the addition of 2nd.MD, we'll nearly double our total addressable market while providing the most comprehensive, integrated healthcare navigation experience available."

2nd.MD supports over 300 employers — connecting more than 7 million people to over 900 nationally recognized, board-certified medical specialists. According to the release, the company reported unaudited revenues of approximately $35 million.

"When it is you or a loved one facing a serious health decision, waiting for weeks to receive a second opinion from an expert isn't acceptable. We've built a scalable Expert Medical Opinion offering that treats every member like family," says Jason Melton, CEO of 2nd.MD. "Combining our Care Teams and technology with Accolade will enhance the reach and quality of support to members from the moment of crisis to the other side of treatment on the path to wellness. We share a common business vision, our cultures are highly aligned around employee purpose and we share a common mission to change healthcare for the benefit of all consumers."

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