Startup marketing: How Houston founders should approach their strategy

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In the startup world, marketing is not just lead generation. This Houston expert explains. Photo via Getty Images

Until recently, the concept of marketing within the startup sphere was often equated solely with lead-generation. It's not entirely inaccurate to say that "marketing is lead-generation," as revenue generation is undeniably the end goal of marketing efforts.

However, what tends to be overlooked by founders is the intricate path to achieving revenue generation and how marketing can pave the way. I firmly believe that a similar paradigm exists in the realm of B2C marketing.

Distinguishing "Marketing" from "marketing"

I'd like to start by establishing a distinction between Marketing and marketing. This distinction might not be perfect, but it encapsulates how I conceptualize these concepts. When I refer to Marketing with a capital "M," I'm alluding to the overarching strategies that companies employ to drive revenue through marketing and advertising activities. This is the domain of the chief marketing Officer. The role of a CMO entails overseeing marketing and advertising efforts to ensure their alignment and efficiency in achieving the company's broader strategic goals.

Given this concept, where should a startup begin when figuring out their marketing strategy?

The role of brand

There is a common tendency amongst startups to create a product, establish a name, and swiftly attempt to enter the market. While the initial step for a startup involves achieving product-market fit, I advocate that once this milestone is reached, startups should pause to invest time in crafting their brand identity. Branding serves as the facet of a company that sets it apart and defines itself. This encompasses articulating a vision, mission, and values. Founders have the opportunity to shape their company's voice, articulate how they add value to customers, and delineate the organizational culture they aspire to foster. This phase is pivotal because it establishes the foundational elements that necessitate internal alignment for efficient scalability.

Once the brand is established, it can be handed over to a skilled marketer to start driving revenue growth. However the path to revenue growth goes straight through brand awareness.

Distinguishing marketing from advertising

This distinction can be perplexing, as the activities described here largely fall under the Marketing umbrella. However, I find it beneficial to differentiate between marketing and advertising within the broader context of Marketing strategy. Marketing revolves around cultivating brand awareness. Marketing is about building brand awareness. In marketing campaigns the wording can be about the company and its team. While I don’t recommend the old visuals of people in a boardroom having meetings, it’s ok to talk about the people and goals of the company in marketing campaigns. What does your brand represent? What is your product? What do you do? Who are your people? What are your values? It’s ok to share all of these things, and depending on the channel a company is marketing on, their marketing person will be well equipped to display this.

Advertising has a different tone and purpose. When advertising a company is talking to their customer, and offering the customer a solution to their pain and problem. This is a company’s what. I assume that a company that has made it this far offers a solution that is a cure, and not a nice-to-have.

Most advertising campaigns follow a simple formula, “are you suffering from X?” with a clear answer of “our company can solve that with Y”. If the answer to the pain question is yes, there is a good probability that the person will click on the ad they are seeing. That probability improves when the advertising campaign is layered on top of a well executed brand awareness campaign.

The significance of brand awareness

Although I'm not a psychologist, I do recognize the potency of the subconscious mind. This isn't about psychological manipulation, but rather an acknowledgment that the subconscious retains more than the conscious mind is capable of. Unlocking this potential might be challenging for individuals, but for marketers, the process is comparatively more accessible. Present information to an individual, and as long as they see it, their subconscious mind will register and retain it. This underscores the importance of brand awareness in revenue generation. By exposing a target audience to the company’s messaging through brand awareness campaigns, enhances the likelihood of engagement.

This fundamentally reshapes how companies connect with their ICP.

The nuance of timing

When an individual encounters advertising, a part of their brain will recognize the brand and might even associate it positively. This underscores the criticality of brand awareness, as it allows companies to focus on their target audience and continuously engage them until they are ready to make a purchase. Determining the precise moment when a customer is ready to buy is nearly impossible. However, this moment invariably arises, usually propelled by a pain point. When that decisive moment arrives, the goal is for the company’s brand to be the first that comes to their mind or that they see. This necessitates an ongoing investment in brand awareness campaigns.

So what does this mean in the context of startups?

A capital-efficient marketing approach

A key component of any Marketing strategy is capital efficiency. Founders must familiarize themselves with crucial metrics, such as:

  1. Customer Acquisition Cost (CAC): What is the expense of acquiring each customer?
  2. Customer Lifetime Value (CLTV or LTV): What is the anticipated revenue generated from engaging this customer?

While it's acceptable to commence with assumptions, any shifts in these assumptions warrant corresponding adjustments in a Marketing budget.

In the initial stages of a company’s lifecycle, a significant portion of sales might stem from direct, personalized selling efforts. This entails founders engaging in activities like providing software demos for enterprise sales or conducting face-to-face interactions within the target market. However, as revenue grows, capital is raised, and founders transition from selling to leading, this selling strategy should be phased out. This also marks the moment for founders to begin contemplating their Marketing budgets.

A starting point for figuring out your Marketing budget can be based on a CAC to LTV ratio of 1:3, where CAC is a third of your LTV. Once you have determined your CAC to LTV ratio, you need to determine what your revenue goal is, and then set your marketing budget based on that. Finally, you need to divide your Marketing budget between marketing and advertising activities. Depending on the stage the company is at, the division should be around 60% for marketing and 40% for advertising to start. This is to enable brand awareness to work its magic to build an audience for retargeting.

If you’re unsure about how to proceed, we can talk.

In the upcoming months, I intend to delve deeper into several topics:

  1. Founder-Led Storytelling
  2. The Imperative of Building Brand Awareness
  3. Delineating the Distinctions Between Marketing and Advertising and How They Synergize
  4. The Necessity of Outbound Email Marketing
  5. The Power of Marketing Email Automation in Nurturing Your Endeavors
  6. Embarking by Selling Your "What"

I hope these insights contribute value to the founder journey.

Should you have any questions I can help with, please don't hesitate to connect with me on LinkedIn.

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Yosef Levenstein is the chief marketing officer and venture partner at Golden Section Ventures.

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The music industry has adapted to the digital age — so should financial securities. Getty Images

The financial industry needs to digitize not tokenize, says this Houston expert

Guest column

One of my favorite movies growing up was Empire Records. It was the mid-1990s, and the closest we got to Instagram feeds was who had the best mixtapes. If you're not familiar with Empire Records (or what a mixtape is), I recommend watching the movie, but you don't have to worry too much about mixtapes any more.

Since Empire Records was released in 1995, the way we purchase and consume music has fundamentally changed. The physical music store was displaced by iTunes, and then the music industry evolved even further into a streaming economy. It took 24 years, but music evolved and it now operates in a fundamentally different way. Digitization of music was initially viewed as an existential threat to the industry, but in the end, music was digitized globally and the music industry very much survived.

The music industry has evolved and adapted to the digital age. The same happened across countless other industries, including financial services. Today we can invest in publicly traded stocks through a mobile app for free. However, a critical segment of capital markets has not evolved yet. The private securities space.

Transactions in private securities are still done on paper (no, DocuSign does not count as securities digitization.) Administrative costs are kept high due to the amount of paper that is processed and pushed through this system. As long as the foundation of private securities is paper, there is no amount of administrative technology out there to create an efficient market.

Public markets took the plunge into digital long before music did, and digitization of public markets enabled exponential growth globally. Trading volume, access to capital, and liquidity have all increased, and a large part of that can be attributed to the efficient and transparent nature of most public exchanges.

Efficient markets rely on price transparency and information equality. Currently, the private securities markets do not offer either of these characteristics. This is nothing new to people in the alternatives space, but how to reach these lofty goals, to create liquidity and reduce costs, is what I am excited about.

The reduction of cost does not relate only to commissions. There are administrative costs associated with private securities. Information distribution is slow and unilateral, forcing investors to depend on antiquated systems in order to track their investments. Nearly all of these costs are absorbed by the investor, and most efforts to date have not helped address the core issue, analog private security transactions.

Digitization of private securities is fundamentally different than tokenization. Tokenized securities are considered bearer securities. A digitized security, on the other hand, maintains its original status as a registered security, as long as its digitization is implemented in a manner that fits current regulatory requirements. Until recently, that had not been possible in a scalable way. Blockchain changed all of that.

Initial attempts at utilizing blockchain for private markets applied tokenization. Essentially, this configuration took securities that had clearly defined ownership records, anonymized them and put them on a public blockchain such as Ethereum. While there are some benefits to this approach, it also opened doors to significant fraud and securities regulation violations. Tokenization may provide liquidity, but the long-term risk far outweighs the value of liquidity for any prudent investor.

Blockchain does provide a framework that supports compliant digitization of private investments, it's simply not tokenization. The solution lies in using private permissioned blockchains that allow an appropriate degree of technical security while also ensuring transparency and accountability.

Blockchain enables us to maintain a statement of record that is both compliant, and scalable. Across the financial services industry, and across most other industries, blockchain is being deployed to help solve problems that were previously unmanageable. The blockchain is even helping farmers track their crops through IBM's blockchain. iownit has integrated blockchain at the core of our technology, proving that compliant digitization of private securities is possible and scalable.

The United States has a free market economy, so in the end, winners are determined by the market. It is our belief that the digitization of private securities is the responsible way to help this industry evolve. If you're still skeptical, just look at how the public securities markets have evolved since the '70s when electronic stock trading was enabled and the first digital public security trade was placed. Now try and imagine how private security markets will look in four years.

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Yosef Levenstein is the head of marketing at iownit, a Houston-based financial technology firm that is democratizing how investors and private companies transact.

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Chevron enters the lithium market with major Texas land acquisition

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Chevron U.S.A., a subsidiary of Houston-based energy company Chevron, has taken its first big step toward establishing a commercial-scale lithium business.

Chevron acquired leaseholds totaling about 125,000 acres in Northeast Texas and southwest Arkansas from TerraVolta Resources and East Texas Natural Resources. The acreage contains a high amount of lithium, which Chevron plans to extract from brines produced from the subsurface.

Lithium-ion batteries are used in an array of technologies, such as smartwatches, e-bikes, pacemakers, and batteries for electric vehicles, according to Chevron. The International Energy Agency estimates lithium demand could grow more than 400 percent by 2040.

“This acquisition represents a strategic investment to support energy manufacturing and expand U.S.-based critical mineral supplies,” Jeff Gustavson, president of Chevron New Energies, said in a news release. “Establishing domestic and resilient lithium supply chains is essential not only to maintaining U.S. energy leadership but also to meeting the growing demand from customers.”

Rania Yacoub, corporate business development manager at Chevron New Energies, said that amid heightening demand, lithium is “one of the world’s most sought-after natural resources.”

“Chevron is looking to help meet that demand and drive U.S. energy competitiveness by sourcing lithium domestically,” Yacoub said.

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This article originally appeared on EnergyCapital.

International Space Station welcomes astronauts from successful Axiom Mission 4

Out In Space

The first astronauts in more than 40 years from India, Poland and Hungary arrived at the International Space Station on Thursday, ferried there by SpaceX on a private flight.

The crew of four will spend two weeks at the orbiting lab, performing dozens of experiments. They launched Wednesday from NASA’s Kennedy Space Center.

America’s most experienced astronaut, Peggy Whitson, is the commander of the visiting crew. She works for Axiom Space, the Houston company that arranged the chartered flight.

Besides Whitson, the crew includes India’s Shubhanshu Shukla, a pilot in the Indian Air Force; Hungary’s Tibor Kapu, a mechanical engineer; and Poland’s Slawosz Uznanski-Wisniewski, a radiation expert and one of the European Space Agency’s project astronauts on temporary flight duty.

No one has ever visited the International Space Station from those countries before. The time anyone rocketed into orbit from those countries was in the late 1970s and 1980s, traveling with the Soviets.

“It’s an honor to have you join our outpost of international cooperation and exploration," NASA's Mission Control radioed from Houston minutes after the linkup high above the North Atlantic.

The new arrivals shared hugs and handshakes with the space station's seven full-time residents, celebrating with drink pouches sipped through straws. Six nations were represented: four from the U.S., three from Russia and one each from Japan, India, Poland and Hungary.

"It’s so great to be here finally. It was a long quarantine," Whitson said, referring to the crew's extra-long isolation before liftoff to stay healthy.

They went into quarantine on May 25, stuck in it as their launch kept getting delayed. The latest postponement was for space station leak monitoring, NASA wanted to make sure everything was safe following repairs to a longtime leak on the Russian side of the outpost.

It's the fourth Axiom-sponsored flight to the space station since 2022. The company is one of several that are developing their own space stations due to launch in the coming years. NASA plans to abandon the International Space Station in 2030 after more than three decades of operation, and is encouraging private ventures to replace it.

Screen-free hiking app developed in Houston earns 'Best of the Best' award

Peak Prize

An AI-powered, screen-free hiking system developed by Varshini Chouthri, a recent industrial design graduate from the University of Houston, has received Red Dot’s “Best of the Best” award, which recognizes the top innovative designs around the world.

Known as NOMAD, the system aims to help users stay in the moment while still utilizing technology. It will go on to compete for the Red Dot Luminary Award, the highest recognition given at the international event.

“NOMAD was truly a passion project, inspired by years of hiking growing up, where the outdoors became a place of peace, challenge, and reflection,” Chouthri said in a news release.

“I wanted to design something supporting those kinds of experiences by helping hikers feel more grounded and confident while staying present in nature. It was a way to give back to the moments that made me fall in love with the outdoors in the first place.”

The app “reimagines” outdoor exploration by removing the dependence on screens by using adaptive AI, contextual sensing, and an optional, wearable companion device. It employs a circular learning model that enables hikers to receive real-time guidance, safety alerts, personalized trip planning, hands-free navigation and more through a natural interface, according to UH.

NOMAD was developed at the Hines College of Architecture and Design’s PXD LAB. In 2023, Lunet, developed by David Edquilang at Hines College, received the “Best of the Best” recognition and went on to win the Red Dot Luminary Award.

The PXD LAB offers a platform to expand concepts into system-level designs that address real-world challenges, according to UH.

“Varshini’s work on NOMAD exemplifies the future-focused, systems-driven thinking we promote in the Advanced UX Design curriculum,” Min Kang, director of PXD LAB, added in the release. “NOMAD goes beyond being just a product; it reimagines how technology can enhance outdoor exploration without disrupting the experience.”

In addition to the Red Dot honors, NOMAD has already earned distinction from the FIT Sport Design Awards and was a finalist for the International Design Excellence Awards (IDEA) presented by the Industrial Designers Society of America.
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