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Archive for Wil Schroter

Archived

Marketing (25)
April 14, 2009
If you’re going to be a leading company in any industry, you need to start acting like #1, even if you are #151. In today’s market, even being number two is just not good enough. Almost anyone can tell you who the world’s richest man is – Bill Gates. But when asked who numbers two, three and four are, people get confused. The reason is simply that number one garners all the attention, while number two (in this case the great Warren Buffet) gets easily swept aside from our attention. Who  ...view entire post
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November 25, 2008
The Magic of Float If you’ve ever received a service today and paid for it in 30 days you’ve experienced the concept of “float” – the time difference between when you receive a service and when you paid for it.  In most cases this time period is a convenience to you as a customer, but in the world of business marketing it can absolutely transform your business.  The reason you can grow your marketing budget so actively is because of a whole new breed of on-line marketing tools that a ...view entire post
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September 30, 2008
Any Entrepreneur that’s ever tried to bring a new product to market has had to deal with one frustrating fact – no one knows what to charge for it! No matter how well you think you can predict the market or how much research you’ve done, until people start paying for your product you’re still just guessing. Even then, when people are actually forking over their hard earned cash for your product, you still don’t know if you’ve optimized for the be ...view entire post
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May 28, 2008
Dump that Web Site and Just Build a Blog! What’s the fastest way to get your Web startup launched without having to raise capital, hire programmers and spend countless hours developing a Web site?Do it yourself with a blog.Why a Blog?When most people think about blogging, they conjure an image of someone’s personal Web diary or a site bubbling with celebrity gossip.  But blog software has much greater potential,from selling a product to building an entire community.  Sure, you could u ...view entire post
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March 5, 2008
In the movie Liar Liar, Jim Carrey plays attorney Fletcher Reede, who’s been cursed with the inability to lie. Every attempt Fletcher makes to lie results in him blurting out the God’s honest truth instead.Imagine what would happen if an entrepreneur were cursed with the same affliction. What would their pitch really look like? The Sales Pitch “Hello, I’m Wil Schroter, and thank you for being the only client that was willing to return my phone call. I’ve borrowed my roommate’ ...view entire post
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February 21, 2008
Ahh, the old "Chicken and Egg" sales conundrum.  An entrepreneur cries about not having capital to build their product, and thus having no idea whether a customer would buy that product to begin with. "How do I close a sale on my product when I don't have a product to sell yet?" The typical logic goes that once an investor ponies up the dough to build the product, the entrepreneur will then go out and make the sale.  While it would be nice if we could all build the perfect product and ...view entire post
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November 14, 2007
Ten years ago, launching a Web site meant pouring money into banner ads, print campaigns and broadcast spots. These days all three tactics have been relegated to footnotes in a Web site launch campaign.The good news is that they've been replaced with a new arsenal of Web marketing weapons that are far more effective, relatively trackable, and nearly free. The bad news is they can be hard as hell to figure out.Nowadays, getting the word out means exploiting social networks like MySpace and Facebo ...view entire post
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September 6, 2007
Many businesses face the challenge of how to start off their marketing launch.  Should you run quarter page ads in your local paper?  Should you pay one of those Search Engine Optimization firms to get you better Google rankings?  Should you sponsor your kid's little league team shirts? The answer isn't about where to spend money, it's about what order to spend it in. Presumably all of these placements will produce some visibility for your company.  But startups just don't need visibility,  ...view entire post
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August 16, 2007
In the book Chasing Cool, Noah Kerner and Gene Pressman talk about the intrinsic value of authenticity.  They point out that brands like Apple, Grey Goose and Target all seem to own their respective categories from one simple concept - they are fundamentally authentic.  By contrast, many brands try to copy them and fail miserably because they are not the real thing. Or said differently - if you're not authentic, you will probably fail.  And you probably should. I've seen this fir ...view entire post
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August 6, 2007
Entrepreneurs are often asked who their competitors are, to which they reply "we really don't have any competition." They aren't exactly lying for the sake of being dishonest, but they still aren't telling the truth.  There is no such thing as a market with zero competition.  Unless you are the sole supplier of water, air, or the essence of life, there is an alternative to your product offer, even if it doesn't feel like a direct competitor. You Compete with Alternatives Your competition is ...view entire post
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July 24, 2007
Don't take the title of this blog post wrong.  I hope you survive as an Independent Consultant... I really do.  Yet before you jump ship for the bountiful glory that is independent consulting, allow me to tell you the story of Zed - a person much like you that failed to realize the true evil that lurks behind the facade of independent consulting. Meet our Hero: Zed Meet our hero, Zed.  Long ago, Zed was working as a star programmer for a consulting company getting paid $30 per hour while bil ...view entire post
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May 4, 2007
Interested in learning how to grow your marketing campaign month over month without any additional capital?Search Engine Watch Columbus - May 9th I'm going to talk about "Re-investing ROI: A Case Study"The premise of my talk is simple and may be something a lot of people can use -1.  Where do you start with a search marketing budget?2.  How do you balance between how much to spend and what you can expect to earn?3.  How do you grow (re-invest money) into your campaigns month over month?I'll go  ...view entire post
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April 24, 2007
As you may have read, James Hong of HOTorNOT fame has taken the site from a paid subscription model to a free model.  I'm not real aware of a lot of companies that have gone this direction, as most companies grow their service so that they CAN offer a paid model. I think the interesting stat to watch will be how significantly a free model will impact the growth of the business.  Here are some quick thoughts by James on the move. Q: How was HOTorNOT doing before you deci ...view entire post
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March 23, 2007
I'm not exactly sure where some of my fellow entrepreneurs get their pitch skills, but some of them are pretty funny. As you might imagine, we see a ton of pitches at Go BIG ranging from the absolutely brilliant to the patently absurd.  Both are pretty awesome to watch, by the way. Yet when it comes to email pitches, the most consistently bad approach I hear sounds like an awful infomercial: "Are you ready to make <insert unrealistic figure> dollars?" No, I'm not Ready Let's get somet ...view entire post
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February 26, 2007
The idea of a "partnership" is one of the most mis-understood concepts in business.  On paper it makes sense - "let's partner to be more successful together."  But in practice, partnerships rarely work because they are inherently flawed. They are flawed because in practice they just aren't orchestrated properly.  They often fail for just a few of the very same reasons.  At Go BIG we turn down 9 partnerships for every 1 that we engage in.  That's because we know it's ha ...view entire post
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February 19, 2007
How much would you pay to bring someone to your store that didn’t buy anything?    Most people would say "nothing" and I'd have to argue that position.  Of course we want all of our sales and marketing dollars to find only paying customers.  But you need Browsers to get Buyers.  Give it Away Now I launched my new blog (wil.gobignetwork.com) specifically for the purpose of giving something away. Frankly it costs me a lot of time to keep the blog updated with new conten ...view entire post
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February 5, 2007
Hiring the right salesperson is about the hardest thing you can possibly do for your company.  That's because salespeople are incredibly good at selling you on their ability to do their job, even if they aren't so great at selling to customers. Salespeople interview the best Bad salespeople interview really well.  Partially because they are constantly interviewing for new positions and partially because they really need to find another job at any given time.  Assume every ...view entire post
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January 5, 2007
A startup company often thinks like the shy kid at the dance. He thinks he’s inferior so he never goes up to the pretty girl to ask her to dance. He thinks no one will talk to him because he isn’t well known, or established, or popular enough to talk to. At the same time the pretty girl sits around twiddling her thumbs wondering why no one is asking her to dance. The irony is that if he had simply mustered the courage to ask, he would have had his dance. It’s rare that a deficit i ...view entire post
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January 5, 2007
Whether you’re starting, growing or just running a startup company, you’re probably aware that selling is the most important skill you can have. It’s how you convince investors to fund your deals, customers to buy your products and employees to quit their high paying jobs to work for nothing but stock options. As important as selling is to a startup, it’s amazing how many entrepreneurs really suck at it. You might think I’m talking about the introverted CEO who’s afraid to pick up ...view entire post
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January 5, 2007
Launching a new product is one of the most exciting and pivotal times for a startup company. You’ve worked diligently to get your product ready to sell, and there’s nothing to be gained by waiting any longer than necessary for the return on your investment. But at the same time, you’ve got two very real problems standing in your way. The first is that there is tons of noise in the market. You’ve no doubt noticed that the radio and television are flooded with product pitches. The  ...view entire post
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January 5, 2007
Ten years ago you could apply some hot technology to a business idea and instantly you had a big startup company idea. The 1990s were overflowing with mediocre business ideas that became “hot technology companies” just because they had a website. My oh my how the world has changed. Nowadays technology is a commodity. It’s the basic cost of doing business, not a differentiator that makes or breaks your company. Any idiot can build a website, software package or neat lit ...view entire post
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January 5, 2007
Do you remember that scene from the beginning of Star Wars where legions of storm troopers come pouring through a tiny hole in the side of Princess Leia’s space ship? The first few guys through the door get about one step through the small opening before they're mowed down by Rebel forces. I often asked myself – “who volunteered to be the first guy through the door?” I’d rather be the second guy through the door (or hopefully the tenth in this case) so I'd have a better se ...view entire post
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January 5, 2007
If you want to compete in the world of high growth startups, you better know how to play the marketing game. Marketing has become a big stakes game where companies are betting fortunes on the success of their products. Nowadays if you can’t play the big marketing game you may not even get the attention of the customers you need to grow your business. So how do you compete if you don’t have the cash to run with the big dogs? The answer lies in growing your marketing budget  ...view entire post
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January 5, 2007
If you’re going to be a leading company in any industry, you need to start acting like #1, even if you are #151. In today’s market, even being number two is just not good enough. Almost anyone can tell you who the world’s richest man is – Bill Gates. But when asked who numbers two, three and four are, people get confused. The reason is simply that number one garners all the attention, while number two (in this case the great Warren Buffet) gets easily swept aside from our ...view entire post
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January 5, 2007
Anyone who thinks they can put together a credible first-year marketing plan for a new company or product is fooling themselves. In fact I would go so far as to say there is no such thing as a first-year marketing plan. I would call it a “first year's worth of marketing guesses” at best. The problem with any marketing launch is that until you have some history of what works and what doesn’t you don’t have any way of knowing where to place bigger bets and what areas to avoi ...view entire post
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