What Is The Difference Between Marketing A Start-Up Company And A Scale-Up Company?

Do understand that start-up and scale-up phases have different sets of needs.

I would say, the approach when it comes to marketing for a start-up company and a scale-up one is not the same. It is because they aren’t in the same phase of the business life cycle. Drawing from my experiences, conversations, readings, and observations, I’d like to share my thoughts on this in a more in-depth here.

Let me share with you what is the nature of a start-up company. They are pretty much at the early phase of a business cycle. They are on their initial journey in executing their business strategy post-ideation phase. It means they are about to find out the reality part of their theories. A start-up usually runs its operations bootstrapping. Due to this, they face constant constraints in almost all departments when it comes to deploying their plans — marketing included. That being said, their marketing strategy needs to ensure that the fundamental layer is stable.

Unlike start-ups, a scale-up company, on the other hand, is no longer in this ‘uncertainty’ phase. They’ve gone past through those rough waters not too long ago. The ship is now steady, with all the fundamentals taken care of. They are, as a matter of…