Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company

Chapter 13. Marketing for Financing Activities

One of the most important jobs of marketing is to help an entrepreneurial venture show its best side when raising money or maintaining stock price. Some of these concepts are applicable to early stage companies, some to later stage, and many to all companies no matter what their stage of growth and financing. It is critical to note that when marketing to potential investors, your product is a share of stock (or debt instruments), not the product or service the company hopes to sell. Although investors may, at times, be customers also, their motivation for being a customer for stock is to maximize ...