← Quora archive  ·  2011 Jun 05, 2011 10:42 AM PDT

Question

What can I be doing on the business marketing side for my startup while my partner, a programmer, is still building a proof of concept of our product?

Answer

A "model" is not particularly useful, so you are NOT actually ahead. As the paraphrased military saying goes, no business model survives first contact with the market. All this stuff:

"I have a full Biz model already built,with distribution and rev included, an estimated budget, market research, and several applications for grants/y-combinator like programs in the works."

Is only useful if you have a pipeline of prospective customers impatiently banging on the door demanding that you speed up product dev.

Otherwise it is just spray-and-pray paperwork. The kind of paperwork that both investors and potential partners will look at for their due diligence/checklist needs, but those are the side dishes. The entree is the evidence of and crucially, privileged access to, live and growing demand. Or alternately, some other kind of real table stakes, like a signed agreement with Microsoft to buy X-million units of whatever you are selling.

Even if you have major distribution channels lined up, your main job is to develop the MARKETING channels to generate and drive demand to those channels. You may make the most intellectually brilliant "fit" argument for a biz-dev partnership, or a knockout pitch to investors, but without the demand, that's like having great skills in poker, but not enough money to actually get to the right table.

Whether it is a blog, a permission-marketing newsletter or a presence on the keynote/conference circuit (for enterprise type sales models), you need to start building up the asset, and keeping the relationship going while the product is getting ready.

This is not easy, since you cannot do a product blog/newsletter. with no product You need something that keeps prospects engaged on a related theme. This is the basic strategy of content marketing.