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Future Demand: Why building your brand among tomorrow's customers is the key to start-up success Kindle Edition

by James Hurman (Author) Format: Kindle Edition

4.6 22 ratings

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A start-up comes to market. They launch an innovative new product. In a totally unique way, they solve a problem for a group of customers just waiting for a solution. Using cost-effective digital marketing, they get their solution in front of those customers. It goes brilliantly. Growth happens exponentially, and at a very low cost. VCs and the media pile in. Techcrunch goes wild.

Then something strange happens. New customers become more difficult and expensive to find. The ads stop performing as well. Growth slows. Cost per acquisition begins to rise — and keeps rising. The path to profitability suddenly looks long and treacherous. Eventually, the whole thing peters out. This usually happens around three years from launch.

What happened? And how do you prevent it from happening to your start-up?

Future Demand explores the realities of how start-ups grow beyond their eager early users, providing evidence and insight into how to build your brand among the much larger group of customers who’ll buy from you in the future.

Product details

ASIN ‏ : ‎ B0B3MD7C3H
Publisher ‏ : ‎ Previously Unavailable (June 8, 2022)
Publication date ‏ : ‎ June 8, 2022
Language ‏ : ‎ English
File size ‏ : ‎ 39893 KB
Simultaneous device usage ‏ : ‎ Unlimited
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Sticky notes ‏ : ‎ On Kindle Scribe
Print length ‏ : ‎ 137 pages

Best Sellers Rank: #973,976 in Kindle Store (See Top 100 in Kindle Store)
- #578 in Advertising (Kindle Store)
- #1,617 in Advertising (Books)
- #1,893 in Marketing (Kindle Store)

Customer Reviews:
4.6 22 ratings

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4.6 out of 5

22 global ratings

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Jamie Duff

Brilliant book - must read for startup marketers. "Brand" investment is something to take seriously

Reviewed in the United States on May 2, 2023

Verified Purchase

James Hurman insightfully crafts a compelling argument for how startups (and larger companies) need to think about "brand" investment and not just immediate/ instant performance marketing wins. This concept is particularly relevant to brands that heavily index in D2C online channels.

This book is a must-read for any founder, CEO, marketer involved in a high-growth business, or a business with high-growth ambitions. Highly recommended.

Top reviews from other countries

reneem

simple and effective - loved it

Reviewed in the United Kingdom on September 3, 2022

Verified Purchase

This book does a great job of clearly explaining what you need to think about to help your brand stand out and grow - whether you’re a start up or a mature brand. Love the examples, clear summaries and pitfalls identified along the way!

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