Everette Taylor’s Tips on Marketing a Startup
The following is an excerpt of my interview with Everette Taylor in which he discusses effectively marketing startups.
Terrence Nelson: Can you explain what SKURT is and what SKURT does?
Everette Taylor: SKURT is a car whenever you need it.SKURT is an app that allows you to order a car or rent a car and we deliver that car to you, then pick it up once you’re done. So it’s creating access to mobility being able to get a car whenever you need it at an affordable price. We’re pretty much disrupting the rental car industry as we see it. There is no going to a storefront or going to the airport standing in line or doing a bunch of paperwork and having a bunch of random fees with a lack of transparency. We’re 21 and up we don’t require anyone to have credit cards you can use a debit card if you want to we don’t have crazy gas surcharge fees.
Every day is so crucial at a startup you can’t just take days off.
Nelson: What are some of the challenges when marketing a start up?
Taylor: Everyday in a start up is crucial. In corporate America, if the marketing guy takes a day off at Microsoft it’s still a billion dollar company. There isn’t really an affect but every day is so crucial at a startup you can’t just take days off. There is no slacking everything matters, you’re always on a timeline, you have venture capital money and there is always a possibility of money running out.
The main difference is there is so much money at a corporate company they’ll say let’s spend a million dollars on this marketing campaign like it’s nothing and that doesn’t even affect them. With a startup you have to be very nimble you have to be very financially conscious and frugal and figure out ways to get the most on your return on investment. SKURT for instance, they see us working with all a lot of big influencers but they don’t realize we aren’t paying these influencers a dollar. They just love the service so anything they do is on a cost per acquisition deal meaning if you’re actually moving the needle then we’ll give you something. If not then we won’t, it’s all about being smart about how you spend money and use time.
Facebook, Snapchat, Instagram and Twitter are constantly changing their algorithms, so there is actually a period of time where you take a hit on your marketing trying to figure out the new algorithms on these platforms
Nelson: What marketing innovation that doesn’t exist now that will be greatly beneficial in the future?
Taylor: It would be great to have software that told you how to optimize around social media channels and their algorithms. Facebook, Snapchat, Instagram and Twitter are constantly changing their algorithms, so there is actually a period of time where you take a hit on your marketing trying to figure out the new algorithms on these platforms. It takes time to figure out the most beneficial way to attack each during that period. So to have software that revealed what you need to do to optimize on each individual platform would be amazing.
Read more of my conversation with Everette Taylor at: BLKInnovators