Why it’s about marketing smart for new startups in 2018

Shreya Karia, Managing Director, SHK Consulting company.

NAIROBI, KENYA: According to the Global Entrepreneurship Monitor’s 2017/2018 report 70 percent of starts-ups on the African continent began in pursuit of an opportunity rather than out of necessity. 

For young entrepreneurs starting out, the pressure to become masters of every aspect of the business can be immense.   With limited resources and fear of failing, small businesses will often push challenging tasks such as developing and executing a marketing plan to the bottom of the list, it is a frequent dilemma we see at SHK Consulting. Yet, investing the time in a marketing plan is the one thing that helps the business grow in an increasingly competitive market. Focusing on understanding the customer, personalising the customer experience and becoming a reference point are the essentials in today’s digitally driven environment. It is the three-pin axis we frequently ask our clients to commit to in their daily mantra.