Ready, launch, brand : the lean marketing guide for startups / by Orly Zeewy.

Cover
Half Title
Title Page
Copyright Page
Dedication
Table of Contents
Acknowledgments
Introduction: Are You Ready to Take Over the World?
Chapter 1: If You Ask the Wrong Question, the Answer Doesn't Matter
Who Are You?
Advice to Founders
The Odds of Startup Success
Do You Have An Ugly Baby?
The Right Product
The Wrong Customer
Core Value Exercise
Chapter 2: The Nike Syndrome
Advice to Founders
We're Not Nike
It Took Nike Nearly Twenty Years to Become Nike
Value Proposition Exercise
Chapter 3: The Gold Standard: Word-of-Mouth

Advice to Founders
Getting Ready for Growth
Marketing Is Not a One-Size-Fits-All
Word-of-Mouth Is Not Marketing
Social Media is Not Child's Play
The ROI of Marketing
Empathy Map Exercise
Chapter 4: A Rose by Any Other Name ...
Advice to Founders
Be Memorable
Logo Is Shorthand for Your Brand
Brand Loyalty Starts With the Right Name
Great Names: Great Brands
Naming Exercise
Chapter 5: Is Your Homepage Helping Your Brand Cut Through the Noise?
Advice to Founders
Your Website Is a Critical Marketing Tool
Cutting Through the Noise

Your Brand's Front Door
Messaging Exercise
Chapter 6: The New Age of Commerce
Advice to Founders
Epilogue
Welcome to the New Age of Commerce
Think Like a Millennial
Don't Sell Me
Help Me Discover
Social Media Exercise
Chapter 7: Is Your Story Button On?
Advice to Founders
The Art of Storytelling
Customer Engagement
Good Stories Build Good Brands
Elevator Pitch Exercise
Chapter 8: The Future Is Entrepreneurial
Student Founder: Ethan Bresnahan, Boost Linguistics
The Lone Genius Myth
Chapter 9: Conclusion: Show Me the Money
Lean Marketing

Marketing ROI
Measuring Marketing ROI
The Bottom Line on Lean Marketing
Index
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Q
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U
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W
Y
Z