F@#k, my startup failed!
A new book of Tom Cyrus about marketing challenges of startups
With forework by Al Ries, founder of brand positioning, celebrated marketing strategist and best seller author
What does “ F@#k, my startup failed ” want to offer?
Every business is made up of two parts: motivation and realism. But instead of taking into account both, some just suffice to motivational aspect and try to come over their fear through motivational lectures. As a result, they will finally suffer from what they have always been afraid of, i. e., failure.
Although we need motivation for decision making, development and strengthening our determination and also for believing in what we do, highlighting the motivation rather than realism causes that our startups remain in the form of a startup forever and fails after a white. The goal of this book is to remind readers where the traps of every startup are and our mission of course is to remind of these traps on the paths the startups have in common with marketing.
Every famous and successful brand today like Mercedes, Nike, Google or Amazon had once been a startup. However, what has prompted them to reach such a position has not just been in their leadership and management, their motivation or aware experts; rather it has been because of their careful planning and systematic marketing, their finding holes of the market and focused processes of branding. Now that I utilize the viewpoints of American experts who have longer and more successful history in systematic marketing in the world than other people, the focus of attention will be on starting a business in Germany such that beginning from this company will be the gate for entering the global market.
Al Ries, who is the most prominent thinker of the marketing today, regards Germany as the land of the world’s brands which has managed to have considerable influence and power in the world with its unique systematic performance. To believe this claim about Germany, you just need to look at the brands around you. However, Germany’s being an industrial country has made the culture of German people industrial and engineering. This is while the Unites States is a commercial country whose people have managed to sell German brands better than other people! This the very thing readers are going to learn in this book.
Germany has been named the world’s second largest land of opportunities. The open political atmosphere of the society as well as its free economy by all means have made Germany the first and second most powerful country in Europe and the world respectively. So, young companies which step in everyday achieve significant influence and high profits after a short time. Companies such as Zalando which is active in the field of e-commerce has bought Europe’s largest warehouse and only 5000 people work in one of its warehouses everyday despite the fact that it has rivals like Amazon. Good Game Studio Inc. is a mobile games manufacturer and has more than 250 million players worldwide and of course there is the mobile game company Wooga that attracted five million players only after three month and it is today one of the largest mobile games companies.
The important fact is that Zalando is the eldest of these three samples. Zalando was born in 2008 the rest in 2009.
Americans can produce anything and offer it to the market quite effectively and become noticeable global companies. Perhaps, it can be claimed that Americans are comparatively more creative but it is the Germans which step in without cries after a while and incidentally take up ideas developed by Americans earlier, overtaking them by being aware of their experiences. What is the reason?
Well, to find the reason you need to enter the German society as a foreigner like me to get a different view. If you ask a German what their weak and strong points are, he or she may not know them because this is something typical for someone who is born and grown up in the same society. The difference between a German and an American is that if they are both supposed to go from point A to point Z, Americans do not spend much time for learning about the distance between different points and they just plan for getting to the final point, so they have the upper hand in creating new ideas due to attaining them faster. On the contrary, Germans spend so much time on examining the distance every individual point that they forget what they were supposed to do and where they wanted to go. This weak point has made Germans very focused and details oriented people. Thanks to this weak point, they have the most focus on just one brand and not try to leave every stone unturned like Google.
What will be the difference in this book?
What singles out this book from any other book is not just its examining startups from the viewpoint of marketing. What I will do in this book is offering counseling and guidelines required for every startup to take into consideration in order to become a brand. Besides, this book will raise the questions that readers may have in mind and answer then through the interviews I have had with others.
Rather than examining the success stories of startups, this book will aim at their breakpoints and temporary barriers.
What groups have been interviewed?
- Consultants and marketing managers of prominent brands: I have asked them how they looked at the issues of marketing on the early days of the company and if they didn’t have such a look, what obstacles with what levels of severity would be on their way today.
- Consultants and marketing managers working in startups: I have asked them about the marketing challenges they are facing.
- Commissioners of startups who are working on their newly merged companies: I have asked them about how they entered the market.
- Consultants and former marketing managers of today’s prosperous companies: I have asked them what kind of works they exactly did those days and what they used to face.
- Former owners and marketing managers of startups which had failed and there is no news then anymore today. I have asked this group to share their experiences with readers and tell them what measures in marketing caused contributed to the absence of their brands’ names among famous brands today.
A part of what I will bring in the introduction:
May people consider me as a pessimistic consultant about new ideas, but changing the words realism and rationalism makes no difference because they have been obtained through experience. What the present book offers to you is not solely a new idea; rather it is a new look at your ideas. Accordingly, may I humbly ask you to let yourselves be imposed to these ideas and let your thoughts be bombarded with this aspect of realism or as what some say pessimism? If that idea you are keeping in mind survives after this nuke bombardment, it then means that shout start up right now!