Zenply's Blog

A Place for Business and Market Strategics

How does Startups reach so many customers

by Andrés Rothkegel

Posted on August 10, 2018 at 17:20 PM

What’s happening today

Nowadays, when we talk about marketing, how to reach new markets or how to increase our sales, we find that there are new ways of doing things. A series of companies (startups) have emerged, which have revolutionized the markets and the message is clear: nothing will be the same again.

For revolutionizing, we refer to the fact that they have applied unfamiliar or unfamiliar strategies to the majority, taking certain markets by surprise and leaving the actors with little else to do, rather than be perplexed as to how their clients are captivated.

Examples abound, dropbox, uber, airbnb, paypal, amazon, etc.

Logically the big question that many people ask is, how do I transform myself into this new form, how do I become the Uber of my industry?

And the key to the previous question lies in the fundamental piece of the puzzle, which is the Consumer, I know that sounds quite obvious, but believe me, it is more than just recognizing this fact.

What is happening today is that new products emerge first in the consumer market and then spread to commercial organizations. Consumers are active when it comes to proposing the products they want, kickstarter is a clear example of this, since it started as a platform that allowed people to contribute money to startups that proposed products that seemed desirable, but finally it became an indicator for startups about which idea is worth pursuing and which is not, since they obtain metrics of the actual demand of the product and this is the number of people willing to pay for it. There are also social networks, which have been instrumental in helping the propagation and communication of these new ideas.

So let's change the focus of the question, another way would be, for example, how do I make my products known more effectively, how do I make my offer viral? Here the concept of Value comes into play.


The value is the value in monetary terms of the technical, economic, service and social benefits that a client company receives in exchange for the price it pays for a market offer.

James C. Anderson Value Merchants

The difference between the Benefit and the Paid Price is the Value.

Why is Value important?

Remember you have received an email from WhatsApp that shows you the benefits of this, or a facebook call to convince you to create an account, probably not, that email never came, and it is because you heard of this product from a friend, from someone who wanted to share a satisfactory experience of a product. That shows that the product has value. WhatsApp did not spend resources on a large marketing campaign to make itself known, it did so by generating happy customers.

Maybe a quick response to this would be, "but WhatsApp is free." Let's take another example, your telephone or cable company, that is a payment service and you do not question that. But one day it fails or you make a non-agreed payment or it just does not satisfy you as you expected, the benefit agreement is no longer fulfilled. Then you call customer service, you are answered by a telephone exchange with many options, you ask for your ID, you leave it in a virtual waiting queue that takes you to a human operator in the best case and when he answers, you do not He knows neither his name. It is difficult to think that your level of satisfaction will have increased after this, especially if you were calling to solve a problem with the service. If the companies invested all these resources to "increase satisfaction" and retain customers, then something is not doing well, the customer does not perceive value in the product or service delivered. So how do we improve this?

Know your client

Every salesperson has a notebook (physical or mental), where he writes the details that make his clients unique, they know what equipment they like, the age of the children, what topics do not touch them and obviously the name. This establishes a relationship of trust, which is the basis for a good business relationship, even if the seller does not close a business with the client, keeps the communication in case in the future the need is generated.

Now this booklet is lost when the seller goes and this has a very negative impact on the company, we must ensure that this information is kept as part of the know-how of the organization.

Identify Segments

Once you know your clients and adopt the practice of obtaining relevant details that help you differentiate them, you can generate groups related to common interests, these interests are obtained in each interaction you have with them.

Consumers are interested in offers of interest and not receive those uncomfortable generic campaigns that they send to all the emails in their database.

Be Consistent

Even we all have passed that we get an offer to the mail and sometimes for lack of interest or time we do not give the attention we wanted, then when we need something related we remember the offer, but the last thing we want to do is go to the mail To find it. So, we go to the bidder's website or call it, with the hope that the offer remains related to us. Unfortunately few companies have available the record of everything they send us through their different channels, therefore we lose the opportunity. When there is congruence of the information in the different channels, we speak of an Omni-channel strategy.

When we can track a product, retrieve a ticket, apply a discount, make a change to a product or know your menu preferences, when you call or want to order something online, we are facing a channel strategy designed properly.

The Product

Probably your business already has products that it commercializes and has done for a while, so it is important that we know what value we bring to our customers, what is the benefit they obtain or expect to obtain from our products.

Many companies resolve their negotiations with customers by offering the lowest price, and it works, but at what cost. We have to be clear that the lowest price, only a competitor can have, and if that competitor is not us, how do we differentiate ourselves from the other companies?

Here is a key concept, which allows startups to compete with the giants of the industry, the Value Proposal. What sets us apart from the competition, and makes us unique in the market.

One way to define it is by identifying what benefits we bring, and how it is different from the price or cost. For example, our product generates savings over time or during a process, another is that our product reduces the customer's risk when it operates. We save time, costs, risks, increase profitability, deliver peace of mind, keep it healthy, etc. We can always ask our client what benefits he / she obtained or expected to obtain and we can document that value, to show it to new clients.

Identify the Benefit, Document how is deliver and Show it to the New Customers.

Campaigns, Visits and Feedback

Once you are clear about your customers, how they are grouped and what your value proposition is, the idea is to generate noise in Social Networks, blogs, emails, events, stationery, visits and any channel that you have linked with your customers, a Bell. Every company today must have a digital presence, and this is not just having a website, but opening to publish, and receiving feedback from the target market, which results in visits to your website, comments on your blog articles, ratings on your videos of youtube, likes on your facebook site, answers on your twitter, etc.

Every company today must have a digital presence, and this is not just having a website, but opening to publish, and receiving feedback from the target market, which results in visits to your website, comments on your blog articles, ratings on your videos of youtube, likes on your facebook site, answers on your twitter, etc.

All the above is feedback to analyze and serves to generate metrics. For example, how many opportunities were generated after the campaign, I am generating more and better prospects, identifying opportunities for improvement thanks to customer feedback, satisfaction metrics, knowing whether the indicator of client conversion improved, increasing cross-selling, among others. These metrics are key, so you can devise your next campaign and the indicators you want to improve with it.


The new ways that startups use to reach their markets, is not other than to develop products co-created with them, or with strong influence of these, so they make sure to have a market before even thinking about manufacturing something.

For a company that is already positioned in the market, listening to its customers will allow it to not only improve its value proposition and increase satisfaction.