Navigating the first 90 days at a startup as a marketer

THE INTRODUCTION

Hello 👋 Marketing Context Fam!! Welcome to this week’s edition.

In todays edition of startup marketing deep dive, we unpack a critical startup marketing process of “navigating the first 90 days as a startup marketer”. We will cover:

• Why this phase is critical?

• Unpack the approach to managing this crucial phase

• Marketing mindset moments

• Resources ( downloadable temple to structure your 90 day plan)

THE CONTEXT

Why it matter?

In 2012, I left my "well paying & secure" job to start my career at a promising young startup. With the excitement and exuberance of a young man, I went in with the intention of making a difference.

4 months into the job, I was exhausted delusional and ready to move on.

Why was that?

Part of the blame is on me, year 2012 I was not prepared for the grind of a startup life, this was my second job out of college.

My first job, I was hired straight out of college, I went through a proper onboarding and training program, but in 2012, I was an experienced marketer with 4 years behind me, I was expected to know my way around.

Lack of preparation and the uncertainty within the startup led me to quit within a few months into the job.

A few years later, I took a shot at another startup role. This time however the results were different. 4 months in, I was going stronger then ever before, enjoying my work, making impact

What had changed this time around??

THE DEEP DIVE

Cracking the core

Think of yourself as "a product with unique features and capabilities" designed to meet the needs of your internal and external customers (stakeholders and business requirements). This product-centric mindset is essential for navigating the often chaotic startup environment.

Just as a successful product, your positioning and job prioritisation in the first 90 days will decide if you are on track to establish yourself or headed towards a bottomless pit of confusion, delusion and uncertainty.

I would like to break the first 90 days into 3 focus areas:

1. Finding Clarity Around Your Role: 

2. Uncovering the Product Story: 

3. Setting Yourself Up for Early Wins: 

Your 90-Day Blueprint

A structured approach is crucial for maximizing your impact in the first 90 days. Create a visual calendar to map out your key activities and deadline

Finding Clarity Around Your Role

In the dynamic startup landscape, roles can shift rapidly. Carve out a clear niche for yourself. Define your core responsibilities and how they contribute to the company's overall goals.

1. Define Your Initial Niche: Identify the current focus areas and projects being worked on within your team and find the niche where you can contribute and get involved immediately

2. Identify Key Stakeholders: Build relationships with key players in the organization. Understand their needs, challenges, and expectations.

3. Set Your positioning: Determine how you want to be perceived within the company ( both short term and long term). Highlight your unique skills and how they can contribute to the team's immediate success.

Uncovering the product story

Every product has a compelling narrative. Your job during your formative days is to understand as much as possible about your product/business, map the users and key stakeholders

1. Deep Dive into the Product: Understand the product's features, benefits,

2. Audience: Who is the product meant for? Why do they care?

3. The state of campaigns: Where is the product at? MVP, idea, first customer acquisition, PMF

Setting yourself up for early wins

The third pillar follows the first two. Identify areas which are priority, where you skills enable you to make immediate contribution. Focus on achieving actionable quick, meaningful wins to demonstrate your value and build momentum.

• Focus on Small, Quick Wins: Deliver tangible results early on to build momentum and credibility.

• Prioritize your focus area: Concentrate on tasks that directly contribute to the company's goals.

By following these guidelines and adapting them to your specific situation, you can increase your chances of success in your first 90 days at a startup and lay a solid foundation for a long and rewarding career.

MARKETING MINDSET MOMENT

My first 90 day in both the startups were not easy. Understandably so as change is never is and there is always an air of uncertainty.

Thriving in the fast-paced startup world requires a multifaceted approach. Embracing uncertainty, building strong relationships, and effective communication are essential for navigating challenges.

By prioritizing tasks that deliver tangible results and seeking guidance from mentors, you can increase your chances of success.

Pitfalls to avoid

RESOURCES ON SPOTLIGHT

• Marketing Contexts 90 Day prioritisation template

• Article by Deb Liu on her first 90 days in a new job. Very insightful

• The First 90 Days Framework: This classic book by Michael Watkins, offers insights and structured approach to new role. 

• Your First 90 Days in a New Leadership Role