Implementing a marketing strategy for a start-up is very different from an organization or project that is already established on the market. To begin with, a startup doesn't have the recognition that facilitates the first interaction, resources are generally limited and we often find ourselves dealing with customers solely in a digital context. All these factors make the idealized communication for this type of context a challenge, but the possibility of learning from the experience of other startups in the market and the solutions they have implemented can make certain obstacles easier to overcome.

Even if we have a perfectly innovative project, we will come up against other organizations competing for the same space and attention. It's up to us to convince the public that we are the preferred choice over the countless other possibilities available.

The rise in popularity of digital journalism and social media has given rise to an influx of marketing options in a digital context, as a complement to traditional marketing possibilities that have existed for decades. For startup managers, the myriad of marketing options can be overwhelming and confusing.

The challenges of marketing are not limited to finding the best marketing strategy. Even the best marketing strategies can fail if we become distracted by other obligations or opportunities.

Startups generally begin operating with limited resources and even startups with a high level of investment have investors to whom they have to report every expense. The problem is that startup founders and managers perceive this as a disadvantage when it comes to implementing a viable marketing strategy.