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What startup names are most effective?

Published June 24, 2019

Adam Zelcer
Contributor

Adam Zelcer founded the advertising company Adboy.com.

Entrepreneurs take a long journey when naming their brainchild, comparable to a parent naming their own flesh and blood.

There are many reasons behind naming – one untalked-of and probably the most important. This is, how to choose a name that gets you more business.

Technology changes how we do business. So, when developing a business name, putting some thought into how people are going to find you and what you want them to do after they find you could go a long way.

Ignoring this could do just the opposite and result in being harder to find, getting less return from your advertising and having your competitors capitalize off your brand.

Businesses have been using things like alphabetical order, call to action, keywords and more to shape business names for optimized discovery, recall and responsiveness since the phone book.

When looking for a business, I’m sure you’ve seen at least one of these two business name optimizations frequently used in the past for discovery:

1. Optimizing for discovery in phone books

Pre-internet, a listing in the phone book was key to getting your business discovered – but how did businesses get to the top of the list in their category? Piece of cake. Free listings in the white pages were categorized by business type and ordered alphabetically. Many companies ended their name with a describing word of their category and started it with something like “AAA” “AA”, “AA1” and “A AAA” to be one of the first listings in their category. You will still find thousands of these business names in different locations by typing “AAA” into yellowpages.com.

2. And a similar strategy was used for search-engine discovery

Prior to 2012, search engine algorithms gave weight in their rankings to sites that included keywords in their domain, otherwise known as exact-match domains. So, Google was more likely to rank “accountantsmelbourne-dot-com” higher than “abc-partners-dot-com” if a user searched for “Accountants Melbourne” because the keywords matched the search with similar words in its domain.

Over time, domain names and business names alike grew longer. Many were purposefully packed with every major keyword applicable to their niche.

Maker Faire halts operations and lays off all staff

Published June 8, 2019

Financial troubles have forced Maker Media, the company behind crafting publication MAKE: magazine as well as the science and art festival Maker Faire, to lay off its entire staff of 22 and pause all operations. TechCrunch was tipped off to Maker Media’s unfortunate situation which was then confirmed by the company’s founder and CEO Dale Dougherty.

For 15 years, MAKE: guided adults and children through step-by-step do-it-yourself crafting and science projects, and it was central to the maker movement. Since 2006, Maker Faire’s 200 owned and licensed events per year in over 40 countries let attendees wander amidst giant, inspiring art and engineering installations.

“Maker Media Inc ceased operations this week and let go of all of its employees — about 22 employees” Dougherty tells TechCrunch. “I started this 15 years ago and it’s always been a struggle as a business to make this work. Print publishing is not a great business for anybody, but it works…barely. Events are hard . . . there was a drop off in corporate sponsorship.” Microsoft and Autodesk failed to sponsor this year’s flagship Bay Area Maker Faire.

But Dougherty is still desperately trying to resuscitate the company in some capacity, if only to keep MAKE:’s online archive running and continue allowing third-party organizers to license the Maker Faire name to throw affiliated events. Rather than bankruptcy, Maker Media is working through an alternative Assignment for Benefit of Creditors process.

“We’re trying to keep the servers running” Dougherty tells me. “I hope to be able to get control of the assets of the company and restart it. We’re not necessarily going to do everything we did in the past but I’m committed to keeping the print magazine going and the Maker Faire licensing program.” The fate of those hopes will depend on negotiations with banks and financiers over the next few weeks. For now the sites remain online.

The CEO says staffers understood the challenges facing the company following layoffs in 2016, and then at least 8 more employees being let go in March according to the SF Chronicle. They’ve been paid their owed wages and PTO, but did not receive any severance or two-week notice.

“It started as a venture-backed company but we realized it wasn’t a venture-backed opportunity” Dougherty admits, as his company had raised $10 million from Obvious Ventures, Raine Ventures, and Floodgate. “The company wasn’t that interesting to its investors anymore. It was failing as a business but not as a mission. Should it be a non-profit or something like that? Some of our best successes for instance are in education.”

The situation is especially sad because the public was still enthusiastic about Maker Media’s products Dougherty said that despite rain, Maker Faire’s big Bay Area event last week met its ticket sales target. 1.45 million people attended its events in 2016. MAKE: magazine had 125,000 paid subscribers and the company had racked up over one million YouTube subscribers. But high production costs in expensive cities and a proliferation of free DIY project content online had strained Maker Media.

“It works for people but it doesn’t necessarily work as a business today, at least under my oversight” Dougherty concluded. For now the company is stuck in limbo.

Regardless of the outcome of revival efforts, Maker Media has helped inspire a generation of engineers and artists, brought families together around crafting, and given shape to a culture of tinkerers. The memory of its events and weekends spent building will live on as inspiration for tomorrow’s inventors.

How to see another company’s growth tactics and try them yourself

Published May 24, 2019

Julian Shapiro
Contributor

Julian Shapiro is the founder of BellCurve.com, a growth marketing agency that trains you to become a marketing professional. He also writes at Julian.com.

You can look past direct competitors.

You’ll gain useful insights from auditing the user acquisition funnel of any company who has a similar audience and business model.

Examples of audiences:

Wealthy consumers
Enterprise businesses
Middle-class adults who use Chrome
Dog owners
And so on

Audiences matter because their behaviors and needs differ wildly. Each requires its own growth strategy. You want to audit a company whose audiences is similar to yours.

You also want to ensure the company shares your business model. Examples include:

A high-touch sales process with multiple phone calls
A consumer ecommerce site with easy checkout
A self-serve SaaS signup with a freemium plan
A pay-to-play mobile game
And so on

Each model may necessitate different ads, landing pages, automated emails, and sales collateral.

The process

Never implement another company’s tactics blindly.

There’s an effective process for growth analysis, and it looks like this:

Source potential growth ideas.
Prioritize them.
A/B test them.
Measure if an A/B variant significantly outperformed its baseline and whether the cost of implementing the winner would be worthwhile.
Only then should you implement it.

An example

Here’s a brief example before we dive into tactics.

Let’s pretend we’re a SaaS company offering consumer banking tools, and that we’re struggling to get users to onboard our app. Our hypothesis is that visitors are bouncing because they don’t trust us with their sensitive information.

Our first step is to define both our audience and our business model:

Audience: Tech-savvy, adult consumers.
Business model: SaaS freemium funnel.

Our next step is to look for companies who share those two aspects. (We can find them on Crunchbase.)

Once we have a few in hand, we look for how they handle customers’ sensitive information throughout their funnel. Specifically, we audit their:

Ads
Content marketing / SEO
Landing pages
A/B tests
Signup flow
Automated (“drip”) emails

It’s time to learn how we audit all that. I’ll share how our marketer training program teaches marketers to do this on the job.

Tactic #1: How to see a company’s A/B tests

CFIUS Cometh: What this obscure agency does and why it matters to your fund or startup

Published May 24, 2019

Evan J. Zimmerman
Contributor

Evan J. Zimmerman is an entrepreneur, investor, and writer. He is the Chairman of Jovono and Chairman of the Clinton Health Access Initiative technology council. He is a partner and director in Mighty Mug/Mighty Products, Inc, and chairman of Brush Up Club, an innovative oral health company.

On January 12, 2016, Grindr announced it had sold a 60% controlling stake in the company to Beijing Kunlun Tech, a Chinese gaming firm, valuing the company at $155 million. Champagne bottles were surely popped at the small-ish firm.

Though not at a unicorn-level valuation, the 9-figure exit was still respectable and signaled a bright future for the gay hookup app. Indeed, two years later, Kunlun bought the rest of the firm at more than double the valuation and was planning a public offering for Grindr.

On March 27, 2019, it all fell apart. Kunlun was putting Grindr up for sale instead.

What went wrong? It wasn’t that Grindr’s business ground to a halt. By all accounts, its business seems to actually be growing. The problem was that Kunlun owning Grindr was viewed as a threat to national security. Consequently, CFIUS, or the Committee for Foreign Investment in the United States, stepped in to block the transaction.

So what changed? CFIUS was expanded by FIRRMA, or the Foreign Risk Review Modernization Act, in late 2018, which gave it massive new power and scale. Unlike before, FIRRMA gave CFIUS a technology focus. So now CFIUS isn’t just an American problem—it’s an American tech problem. And in the coming years, it will transform venture capital, Chinese involvement in US tech, and maybe even startups as we know it.

Here’s a closer look at how it all fits together.

What is CFIUS?

Image via Getty Images / Busà Photography

CFIUS is the most important agency you’ve never heard of, and until recently it wasn’t even more than a committee. In essence, CFIUS has the ability to stop foreign entities, called “covered entities,” from acquiring companies when it could adversely affect national security—a “covered transaction.”

Once a filing is made, CFIUS investigates the transaction and both parties, which can take over a month in its first pass. From there, the company and CFIUS enter a negotiation to see if they can resolve any issues.

Who helped your startup grow? Nominate a growth marketing agency.

Published May 21, 2019

Growth marketing is critical to a startup’s survival, but it’s not always clear how to successfully pull it off. How do you jump the chasm from one to 10 million customers? Should you recruit an in-house growth team or hire an agency? How do you actually get content marketing to work? How much money should you spend before writing off or doubling down on a marketing channel? What does it take to build an extraordinary team at every stage of your startup?

There isn’t a silver bullet when it comes to growth, but we are tapping some of the most brilliant minds in growth marketing to share their experiences and advice to entrepreneurs.

Last month, we launched an initiative to find the industry’s best growth marketing agencies, and since then entrepreneurs from all around the world have submitted their nominations.

If you haven’t already, take two minutes to nominate a growth marketing agency that has helped your company scale and reach its target customers.

We’re zeroing in on a short list of top firms, and we’ll begin publishing their profiles in the next few weeks, but founder recommendations, like yours, help determine who we feature.

Similar to our work with startup lawyers and brand designers, our goal is to make it easier and faster for entrepreneurs to find the right service provider, but without real and relevant founder recommendations, we can’t accomplish our mission. Growth is the latest iteration of Verified Experts (with more to come).

Help us support early-stage startups by nominating a growth marketing agency you’ve worked with.

Have any questions? Email ec_editors@techcrunch.com

Myneral.me wins the TechCrunch Hackathon at VivaTech

Published May 18, 2019

It’s been a long night at VivaTech. The building hosted a very special competition — the TechCrunch Hackathon in Paris.

Hundreds of engineers and designers got together to come up with something cool, something neat, something awesome. The only condition was that they only had 36 hours to work on their projects. Some of them were participating in our event for the first time, while others were regulars. Some of them slept on the floor in a corner, while others drank too much Red Bull.

We could all feel the excitement in the air when the 64 teams took the stage to present a one-minute demo to impress fellow coders and our judges. But only one team could take home the grand prize and €5,000. So, without further ado, meet the TechCrunch Hackathon winner.

Winner: Myneral.me

Current mining operations lack transparency and clarity in the way they are monitored. In order to understand how a material went from initial discovery in the mine to end product, a new tool is necessary to monitor operations. Myneral.me offers an all-encompassing platform for the metal and mining sector that showcases CSR to both industry partners and end users. Find out more on Myneral.me.

Runner-Up #1: Vyta

Vyta takes patient information and helps doctors understand which patient needs to be treated first. A simple tool like this could make things smoother for everyone at the emergency room and improve treatments.

Runner-Up #2: Scrub

SCRUB = SCRUM + BUGS. Easily track your errors across applications and fix them using our algorithmic suggestions and code samples. Our open-source bug tracker automagically collects all errors for you. Find out more on GitHub.

Runner-Up #3: Chiche

Finding the future upcoming brand depends on the set of data you are using to detect it. First, they do a simple quantification of the most famous brands on social medias to identify three newcomers. Second, they use Galerie Lafayette’s website as a personal shopping tool to propose customers the most adequate product within the three newcomers.

Judges

Dr. Aurélie Jean has been working for more than 10 years as a research scientist and an entrepreneur in computational sciences, applied to engineering, medicine, education, economy, finance and journalism. In the past, Aurélie worked at the Massachusetts Institute of Technology and at Bloomberg. Today, Aurélie works and lives between USA and France to run In Silico Veritas, a consulting agency in analytics and computer simulations. Aurélie is an advisor at the Boston Consulting Group and an external collaborator for The Ministry of Education of France. Aurélie is also a science editorial contributor for Le Point, teaches algorithms in universities and conducts research.

Julien Meraud has a solid track record in e-commerce after serving international companies for several years, including eBay, PriceMinister and Rakuten. Before joining Doctolib, Julien was CMO of Rakuten Spain, where he improved brand online acquisition, retention, promotions and campaigns. Julien joined Doctolib at the very beginning (2014), becoming the company’s first CMO and quickly holding CPO functions additionally. At Doctolib, Julien also leads Strategy teams that are responsible for identifying and sizing Doctolib’s potential new markets. Julien has a Master’s degree in Marketing, Statistics and Economics from ENSAI and a specialized Master in Marketing Management from ESSEC Business School.

Laurent Perrin is the co-founder and CTO of Front, which is reinventing email for teams. Front serves more than 5,000 companies and has raised $79 million in venture funding from investors such as Sequoia Capital, DFJ and Uncork Capital. Prior to Front, Laurent was a senior engineer at various startups and helped design scalable real-time systems. He holds a Master’s in Computer Science from École Polytechnique and Télécom ParisTech.

Neesha Tambe is the head of Startup Battlefield, TechCrunch’s global startup launch competition. In this role she sources, recruits and vets thousands of early-stage startups per year while training and coaching top-tier startups to launch in the infamous Startup Battlefield competition. Additionally, she pioneered the concept and launched CrunchMatch, the networking program at TechCrunch events that has facilitated thousands of connections between founders, investors and the startup community at-large. Prior to her work with TechCrunch, Neesha ran the Sustainable Brands’ Innovation Open — a startup competition for shared value and sustainability-focused startups with judges from Fortune 50 companies.

Renaud Visage is the technical co-founder of San Francisco-based Eventbrite (NYSE: EB), the globally leading event technology platform that went public in September 2018. Renaud is also an angel investor, guiding founders that are solving challenging technical problems in realizing their global ambitions, and he works closely with seed VC firm Point Nine Capital as a board partner, representing the fund on the board of several of their portfolio companies. Renaud also serves on the board of ShareIT, the Paris-based tech for good acceleration program launched in collaboration with Ashoka, and is an advisor to the French impact investing fund, Ring for Good. In 2014, Renaud was included in Wired UK’s Top 100 digital influencers in Europe.

In addition to our judges, here’s the hackmaster who was the MC for the event:

Romain Dillet is a senior writer at TechCrunch. Originally from France, Romain attended EMLYON Business School, a leading French business school specialized in entrepreneurship. He covers many things, from mobile apps with great design to privacy, security, fintech, Apple, AI and complex tech achievements. He also speaks at major tech conferences. He likes pop culture more than anything in the world. He now lives in Paris when he’s not on the road. He used to live in New York and loved it.

WhatsApp exploit let attackers install government-grade spyware on phones

Published May 13, 2019

WhatsApp just fixed a vulnerability that allowed malicious actors to remotely install spyware on affected phones, and an unknown number reportedly did so with a commercial-grade snooping package usually sold to nation-states.

The vulnerability (documented here) was discovered by the Facebook-owned WhatsApp in early May, the company confirmed to TechCrunch. It apparently leveraged a bug in the audio call feature of the app to allow the caller to allow the installation of spyware on the device being called, whether the call was answered or not.

The spyware in question that was detected as having been installed was Israel-based NSO Group’s Pegasus, which is usually (ostensibly) licensed to governments looking to infect targets of investigations and gain access to various aspects of their devices.

This is, as you can imagine, an extremely severe security hole, and it is difficult to fix the window during which it was open, or how many people were affected by it. Without knowing exactly what the exploit was and what data WhatsApp keeps regarding that type of activity, we can only speculate.

The company said that it suspects a relatively small number of users were targeted, since it would be nontrivial to deploy, limiting it to advanced and highly motivated actors.

Once alerted to the issue’s existence, the company said it took less than 10 days to make the required changes to its infrastructure that would render the attack inoperable. After that, an update went out to the client that further secured against the exploit.

“WhatsApp encourages people to upgrade to the latest version of our app, as well as keep their mobile operating system up to date, to protect against potential targeted exploits designed to compromise information stored on mobile devices,” the company said in a statement.

So what about NSO Group? Is this attack their work as well? The company told the Financial Times, which first reported the attack, that it was investigating the issue. But it noted that it is careful not to involve itself with the actual applications of its software — it vets its customers and investigates abuse, it said, but it has nothing to do with how its code is used or against whom.

WhatsApp did not name NSO in its remarks, but its suspicions seem clear:

“This attack has all the hallmarks of a private company known to work with governments to deliver spyware that reportedly takes over the functions of mobile phone operating systems.”

Naturally when a security-focused app like WhatsApp finds that a private company has, potentially at least, been secretly selling a known and dangerous exploit of its protocols, there’s a certain amount of enmity. But it’s all part of the 0-day game, an arms race to protect against or breach the latest security measures. WhatsApp notified the Department of Justice and “a number of human rights organisations” of the issue.

You should, as WhatsApp suggests, always keep your apps up to date for situations like this, although in this case the problem was able to be fixed in the backend before clients could be patched.

Keyword research in 2019: Modern tactics for growing targeted search traffic

Published May 7, 2019

Glen Allsopp
Contributor

Glen Allsopp is the founder of Detailed.com, an SEO consultancy and newsletter focused on actionable tactics to grow search traffic. He also tracks successful online startups at Gaps.com.

In 2019, it’s estimated that every minute there are 150 new websites coming online. While many of these won’t be long-term ventures, a large percentage will eventually find themselves looking to organic search engine traffic to grow their reach.

This invariably leads people to the task of keyword research; uncovering the search terms most likely to result in prospective customers.

With increased competition it’s imperative you don’t just focus on the traditional sources of keyword inspiration that every other business uses.

In the past year alone I’ve personally helped hundreds of business owners grow search engine traffic to their websites. This responsibility drives me to succeed in one key area: Finding relevant search terms to target that their competitors have likely missed.

In this article, I will highlight some of the most overlooked ideas and sources of data to reveal words and phrases relevant to your business that are high in intent but lacking in competition.

If you can find the keywords your audience are searching for, but your competitors haven’t found, you can leverage a huge advantage to increase traffic and engagement on your content.

1. Be Open to Talking About Your ‘Best’ Competition

Google is constantly improving their ability to understand searcher intent. That is, they know what people are looking for and the results that will satisfy those searches.

When it comes to any industry that offers products or services, one of the most common search queries is often some variation of “best [industry] [services / products]”.

How do you hire a great growth marketer?

Published April 19, 2019

Julian Shapiro
Contributor

Julian Shapiro is the founder of BellCurve.com, a growth marketing agency that trains you to become a marketing professional. He also writes at Julian.com.

Great marketers are often founders

One interesting way to find great marketers is to look for great potential founders.

Let me explain. Privately, most great marketers admit that their motive for getting hired was to gain a couple years’ experience they could use to start their own company.

Don’t let that scare you. Leverage it: You can sidestep the competitive landscape for marketing talent by recruiting past founders whose startups have recently failed.

Why do this? Because great founders and great growth marketers are often one and the same. They’re multi-disciplinary executors, they take ownership and they’re passionate about product.

You see, a marketing role with sufficient autonomy mimics the role of a founder: In both, you hustle to acquire users and optimize your product to retain them. You’re working across growth, brand, product and data.

As a result, struggling founders wanting a break from the startup roller coaster often find transitioning to a growth marketing role to be a natural segue.

How do we find these high-potential candidates?

Finding founders

To find past founders, you could theoretically monitor the alumni lists of incubators like Y Combinator and Techstars to see which companies never succeeded. Then you can reach out to their first-time founders.

You can also identify future founders: Browse Product Hunt and Indie Hackers for old projects that showed great marketing skill but didn’t succeed.

There are thousands of promising founders who’ve left a mark on the web. Their failure is not necessarily indicative of incompetence. My agency’s co-founders and directors, including myself, all failed at founding past companies.

How do I attract candidates?

To get potential founders interested in the day-to-day of your marketing role, offer them both breadth and autonomy:

Let them be involved in many things.
Let them be fully in charge of a few things.

Remember, recreate the experience of being a founder.

Further, vet their enthusiasm for your product, market and its product-channel fit:

Product and market: Do their interests line up with how your product impacts its users? For example, do they care more about connecting people through social networks, or about solving productivity problems through SaaS? And which does your product line up with?
Product-channel fit: Are they excited to run the acquisition channels that typically succeed in your market?

The latter is a little-understood but critically important requirement: Hire marketers who are interested in the channels your company actually needs.

Let’s illustrate this with a comparison between two hypothetical companies:

A B2B enterprise SaaS app.
An e-commerce company that sells mattresses.

Broadly speaking, the enterprise app will most likely succeed through the following customer acquisition channels: sales, offline networking, Facebook desktop ads and Google Search.

In contrast, the e-commerce company will most likely succeed through Instagram ads, Facebook mobile ads, Pinterest ads and Google Shopping ads.

We can narrow it even further: In practice, most companies only get one or two of their potential channels to work profitably and at scale.

Meaning, most companies have to develop deep expertise in just a couple of channels.

There are enterprise marketers who can run cold outreach campaigns on autopilot. But, many have neither the expertise nor the interest to run, say, Pinterest ads. So if you’ve determined Pinterest is a high-leverage ad channel for your business, you’d be mistaken to assume that an enterprise marketer’s cold outreach skills seamlessly translate to Pinterest ads.

Some channels take a year or longer to master. And mastering one channel doesn’t necessarily make you any better at the next. Pinterest, for example, relies on creative design. Cold email outreach relies on copywriting and account-based marketing.

(How do you identify which ad channels are most likely to work for your company? Read my Extra Crunch article for a breakdown.)

To summarize: To attract the right marketers, identify those who are interested in not only your product but also how your product is sold.

Other approaches

The founder-first approach I’ve shared is just one of many ways my agency recruits great marketers. The point is to remind you that great candidates are sometimes a small career pivot away from being your perfect hire. You don’t have to look in the typical places when your budget is tight and you want to hire someone with high, senior potential.

This is especially relevant for early-stage, bootstrapping startups.

If you have the foresight to recognize these high-potential candidates, you can hopefully hire both better and cheaper. Plus, you empower someone to level up their career.

Speaking of which, here are other ways to hire talent whose potential hasn’t been fully realized:

Find deep specialists (e.g. Facebook Ads experts) and offer them an opportunity to learn complementary skills with a more open-ended, strategic role. (You can help train them with my growth guide.)
Poach experienced junior marketers from a company in your space by offering senior roles.
Hire candidates from top growth marketing schools.

Vetting growth marketers

If you don’t yet have a growth candidate to vet, you can stop reading here. Bookmark this and return when you do!

Now that you have a candidate, how do you assess whether they’re legitimately talented?

At Bell Curve, we ask our most promising leads to incrementally complete three projects:

Create Facebook and Instagram ads to send traffic to our site. This showcases their low-level, tactical skills.
Walk us through a methodology for optimizing our site’s conversion rate. This showcases their process-driven approach to generating growth ideas. Process is everything.
Ideate and prioritize customer acquisition strategies for our company. This showcases their ability to prioritize high-leverage projects and see the big picture.

We allow a week to complete these projects. And we pay them market wage.

Here’s what we’re looking for when we assess their work.

Level 1: Basics

First — putting their work aside — we assess the dynamics of working with them. Are they:

Competent: Can they follow instructions and understand nuance?
Reliable: Will they hit deadlines without excuses?
Communicative: Will they proactively clarify unclear things?
Kind: Do they have social skills?

If they follow our instructions and do a decent job, they’re competent. If they hit our deadline, they’re probably reliable. If they ask good questions, they’re communicative.

And if we like talking to them, they’re kind.

Level 2: Capabilities

A level higher, we use these projects to assess their ability to contribute to the company:

Do they have a process for generating and prioritizing good ideas?
- Did their process result in multiple worthwhile ad and landing page ideas? We’re assessing their process more so than their output. A great process leads to generating quality ideas forever.
- Resources are always limited. One of the most important jobs of a growth marketer is to ensure growth resources are focused on the right opportunities. I’m looking for a candidate that has a process for identifying, evaluating and prioritizing growth opportunities.
Can they execute on those ideas?
- Did they create ads and propose A/B tests thoughtfully? Did they identify the most compelling value propositions, write copy enticingly and target audiences that make sense?
- Have they achieved mastery of 1-2 acquisition channels (ideally, the channels your company is dependent on to scale)? I don’t expect anyone to be an expert in all channels, but deep knowledge of at least a couple of channels is key for an early-stage startup making their first growth hire.

If you don’t have the in-house expertise to assess their growth skills, you can pay an experienced marketer to assess their work. It’ll cost you a couple hundred bucks, and give you peace of mind. Look on Upwork for someone, or ask a marketer at a friend’s company.

Recap

If you’re an early-stage company with a tight budget, there are creative ways to source high-potential growth talent.
Assess that talent on their product fit and market fit for your company. Do they actually want to work on the channels needed for your business to succeed?
Give them a week-long sample project. Assess their ability to generate ideas and prioritize them.

Working backwards to uncover key success factors

Published April 18, 2019

Ed Byrne
Contributor

Ed Byrne is an entrepreneur, investor and co-founder of Scaleworks.