Startups

Startups are arguably the most exciting projects for a veteran marketer. They are extremely demanding and require total devotion, an ability to be utterly flexible and to pivot again and again to find success. Indeed some of us become ‘startup junkies’ as we embrace new ideas, form new companies, create new products or launch new media properties.

We are lucky to have been involved with dozens of product and media launches and startup companies and we welcome the chance to hear your ideas and put our formidable resources to work for you.

Just some examples.  

New products: J & J’s Tylenol, Renault’s entry into the US market with Le Car, Grolsch Beer, Amaretto Liqueur, JVC Electronics, Close-up toothpaste, USAir Airlines, Dannon Yogurt.

New services: The Edison Project.

New magazines: People, New York Woman, Mirabella, Worth, Disney’s Big Time, Wine Country Diary, Benefit.

New in-theater media: Screenvision Cinema Network.

New websites and apps: BabyCenter.com, HomePortfolio.com, DesignBible.com, TravelKnowledge, Communication4ALL.

New digital platforms: Causecast.

New nonprofits: LaceUp for Heroes, Operation Reinvent, the Gratitude Network.

Operation Reinvent is an excellent example of what it takes to create a successful startup, in this case a nonprofit organization. We founded Operation Reinvent in 2013 to advocate for women veterans who have a 66% higher unemployment rate and are 4x more likely to be homeless than their male counterparts. 

It was just the two of us co-founders for the first three years and clearly this was a labor of love because we did all the work ourselves. We

• Named the organization

• Filed the application to set up OR as a nonprofit

• Created a logo

• Wrote the Mission Statement

• Wrote the Business Plan and updated it as we progressed (27 iterations over 5 years)

• Recruited a Board of Directors and a prestigious Board of Advisors

• Created a distinctive website

• Created a vibrant social media presence via facebook, twitter, linkedin, and Instagram 

• Raised money

• Created the transition program for the women service members

• Established partnerships with military and veterans’ organizations

• Forged partnerships with sponsors and solicited in-kind donations

• Promoted the program to the Armed Forces

• Recruited women for the program

• Conducted a proof-of-concept program

• Made a Video of Proof-of-Concept*

• Shared proof-of-concept with supporters

• Created a PR campaign and got media coverage and heightened awareness for the cause

• Continued to raise money

• Employed a novel sister program–LaceUp for Heroes–to create a new revenue stream

• Recruited more (and more) women into the program

• Implemented the program in various venues

• Matched each woman with a corporate mentor based on her interests

• Conducted a 2-day Career Transition and Empowerment program at Fort Bragg 

• Ditto at Fort Campbell with more locations to follow

• Conducted research to assess program value and efficacy

• Sustained active social media campaigns

• Reviewed results for current and potential donors and sponsors

• Continued to raise money 

• Filled annual 990 tax forms 

So, yes, we have hands-on expertise in all these areas. Experience that we put to work for you.

Here are some materials and this is the link to the initial proof-of-concept video, a very moving experience for these women veterans as well as for us.