Todd Fishman, Nathan Kaiser, and Katlin Jackson: marketing your startup

Startups are hard—identifying opportunity, developing a business plan, understanding legal issues, marketing your product. Luckily, you can learn a lot about navigating the startup world from entrepreneurs who’ve been there, done that, and lived to tell the tale.

Resource Nights, presented during winter quarter by the Buerk Center for Entrepreneurship, feature experts from the local entrepreneur community sharing their knowledge on various aspects of starting a business.

This week’s class, “Marketing your Startup,” featured Todd Fishman (Evergreens Salad), Nathan Kaiser (2bar Spirits), and Katlin Jackson (Haiti Babi). The three entrepreneurs shared their thoughts on identifying their startups’ uniqueness, developing marketing strategies, and establishing footholds in competitive environments.

Read some of our favorite advice and insights below, watch the entire class video here, and check back weekly for more Resource Nights coverage.

Nathan Kaiser on identifying your uniqueness:

2bar_6.2013_2“Branding is how you play the game and grow your business to wherever you want to take it,” says Kaiser, “and our brand is about legacy.” His company, 2bar Spirits, takes its name from the family ranch back in Texas—a story that is shared with every potential customer. While the brand is also known for being entirely handmade from local ingredients, Kaiser believes that 2bar “resonates in the consumer’s mind for the reasons that are important: legacy and celebration.”

Todd Fishman on communicating uniqueness:

static1.squarespace.com“We communicate our uniqueness through our people,” says Fishman, explaining that it’s his employees who share Evergeens’ distinctive qualities—a focus on health, organic and sustainable ingredients, giving back to the community—with customers. “When we are hiring, we look for people with heart—with the ability to communicate and care—over people with technical skills,” he says. “We pay more for better quality employees, and we don’t rush the hiring process.”

Katlin Jackson on messaging:

HaitiBabi_set+stone+teal“Figure out what the customer actually cares about,” says Jackson, whose company employs moms in Haiti to knit baby blankets that are sold in the United States. “If someone has just one second to learn about [Haiti Babi], what is it we want them to take away?” she asks. For Haiti Babi, she says, “It’s hope. We want them to understand that this is a hopeful product.”

Todd Fishman on preparation:

“Take every meeting, meet with everyone you can, and follow up,” says Fishman, when asked what advice he’d give to those just starting out. “ When Hunter [his cofounder] and I moved from New York back to Seattle, we met with 320 people in three months. That is ultimately how we’ve succeeded to where we are now.” He continued, speaking directly to the students in the audience, “You are at a University that has unlimited connections and networks. Tap into that!”