From idea to scaling:

Every startup begins with an idea. But whether that idea turns into a functioning, growing business depends not only on the product but also on strategy.

In a world where 9 out of 10 startups fail within the first two years, the ability to navigate each growth stage with data, testing, and thoughtful brand communication is critical.

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Stage 1: Problem and Idea – Identifying a real need

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Many founders start with a product. More successful ones start with a problem worth solving.
At this stage, the startup should answer one question: “Is what we want to create truly needed by someone?”

This is the time for:

• Market and competitor research
• Conversations with potential users
• Analysis of search data, trends, and behavior (e.g., Google Trends, Reddit, industry groups)

💡 Marketing’s role: Start thinking about communication early. Test landing pages, online surveys, or simple pilot campaigns to validate demand before the product exists.

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Stage 2: MVP – Minimum Viable Product

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This is the critical moment for a startup - the first encounter with the market.
An MVP is not a full product but its simplest version that solves the user’s problem. The goal is to quickly test market response, not to perfect every detail.

💡 Marketing’s role:

• Test the value proposition
• Run rapid digital campaigns and A/B tests
• Collect early leads and user feedback

Marketing learns alongside the product - test data helps refine features, messaging, and the sales model.

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Stage 3: Product-Market Fit – the moment when the product “clicks”

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Product-Market Fit occurs when the market is actively pulling the product — users return, recommend it, and pay.
It’s no longer about finding the idea but aligning the product with real customer needs and expectations.

💡 Marketing’s role:

• Brand building (storytelling, visual identity, tone of voice)
• Developing the sales funnel
• Optimizing customer acquisition cost (CAC) and increasing retention

At this stage, advanced analytics should be implemented to make data-driven decisions rather than relying on intuition.

Stage 4: Scaling – Growth with a plan

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When the product works, it’s time to grow. Scaling is not just about increasing the advertising budget — it’s a strategic process where every decision matters.

💡 Marketing’s role:

• Automation of campaigns and processes (CRM, marketing automation)
• Expansion into new markets, segments, and channels
• Building a strong brand identity that differentiates the company from competitors
• Developing employer branding communication as the team grows

A cohesive marketing strategy becomes the foundation for further growth — without it, rapid expansion can easily become unsustainable.

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Stage 5: Maintenance and Innovation

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Even mature startups must continue testing, analyzing, and adapting to the market. The biggest brands never stop experimenting — they just do it more consciously.

💡 Marketing’s role:

• Creating loyalty programs and brand communities
• Continuously testing new solutions and formats
• Analyzing customer behavior to anticipate changes, not just react to them

Startup growth is a journey through stages where priorities shift — but one thing remains constant: the need to combine data, strategy, and authentic communication.

A startup that understands its users and can tell its story based on data has a much greater chance of success.