A Low-Cost Product Marketing Agency

Problem: A proliferation of B2B startups that need slide decks, leave-behinds, and other collateral, as well as a GTM plan and a messaging platform to tie it all together.

Product Marketing Managers (PMMs) are in high demand, but the good ones tend to be co-located with tech hubs, and are often too expensive for startup budgets — partially because a good PMM can name their price, and partially because the cost of living in these areas sets a high floor.

Solution: A product marketing agency located in a low-cost area. Some sample deliverables:

• potential audience identification and instructions for validation
• competitive analysis (SWOT)
• recommended messaging platform
• 5-slide deck template
• 2 leave-behind 1-pager templates
• suggested frameworks for ideating future brand expressions

NB:

• Several overseas design agencies have sprung up to address the issue of collateral and presentation visual design. But none address copy/brand and market entry strategy.
• Templates could use existing visual identity, if startups possess that, but could provide suggestions and lead gen to design firms if not.

Customer Acquisition: Facebook ads, lead generation/nurturing programs through Angel List for individual startups. Corporate accounts with accelerators, incubators, and other investors looking to add value and/or increase positive outcomes.

Competition

• Hiring a PMM (high-cost/high-risk)
• Larger agencies (high-cost/high-risk)
• Hiring a consultant (high-cost/high-risk/dependencies on network quality)
• Design agencies (no product-market fit)
• Doing nothing and/or winging it (low-cost/high-risk)

Risks//Mitigation

• Seemingly low barriers to entry might cause low-quality competitors to flood the market, driving up cost of acquisition and harming overall industry reputation.//Rely on word of mouth for initial accounts and fly below competitive radars.
• Low barrier to entry entices best PMMs working for the agency to hang out their own shingle and cause race to the bottom.//Partially unmitigatable, other than being a good boss and partner. Offer benefits of economies of scale for participating PMMs, such as health care, child care, admin access, coworking space discounts. Pay fair wages and be transparent about it. Bankroll enterprising PMMs who need to go out on their own and pivot to a marketplace model when economics make sense.
• Insufficient supply of PMMs for demand leaves room for competitors to enter.//Short-term: hire only the best. Long-term: create PMM school to mentor new talent.