You can be a customer of its collective network without owning a hotspot; you just latch on to signals at its Wi-Fi locations (Again Open Garden: "Perhaps the most radical proponent of this sort of crowdsourced network is startup Open...)...
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Scooped by Martin (Marty) Smith onto Startup Revolution |
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Clothing Startup Everlane Opens A Pop-Up Store In New York, Now Has 400000 ...TechCrunchClothing startup Everlane has opened a pop-up store in New York for the holidays.
Martin (Marty) Smith's insight:
Everlane is rockig retailing at its core. By treating its customers as "members", using technology to suppot WOW customer service and controlingth means of production Everlane is creating a fun experience and loyal customers. Delete the scoop?
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I've interviewed more than 20 Startup entrepreneurs and know several hundred and it is RARE to hear recognition of this simple social media and content marketing idea. To quote the Beatles, you get the love you make.
Most startup websites have a well-crafted video explaining how the widget works, a well design splash page driving interest into a conversion. Here is the missing thing for most startups - CONTENT.
Content marketing may be MORE important for startups since they must earn authority and trust rapidly or die. This means curation and content creation must be top of any Startups To Do list, but it rarely is.
There is a naive belief in the coolness of the thing itself. If we build it they will come startups seem to believe. No they won't. If you build it, talk about why you built it, how you built it, what others have built that is similar and curate the voices of others saying what you've built has function and is cool and you have half a chance to succeed.
Authority is the new money, so if your startup doesn't have a content engineer or Chief Content Curator get one and share more than you ever imagined was necessary or reasonable then share some more. Remember, your authority is half what you create and half what you curate.
Curate or die. Create content or die. Do both well to win.