The First Step to Starting, Turning Around, or Exiting a Business: Crafting the Right Marketing Strategy

When I approach any business—whether I am starting, turning it around, or preparing for an exit—my first step is to craft a comprehensive marketing strategy. Why? Because without a clear, actionable plan that defines how to reach the right audience, no business idea, no matter how brilliant, can thrive or sustain growth. The success of a business hinges on its ability to engage customers, create value, and outmaneuver competitors. That’s where a solid marketing strategy comes in.

For startups, this means assessing the market, understanding customer pain points, and positioning the product or service to address those needs uniquely. Without this groundwork, even the most innovative ideas can flounder under the pressure of unforeseen challenges and competitor strength.

In turnaround situations, businesses often struggle because they’ve lost touch with their market. I prioritize revisiting the marketing strategy to identify what went wrong and to realign with consumer demand. This might mean rebranding, repositioning, or shifting the messaging to better resonate with potential and existing customers. It’s about reclaiming relevance and reigniting growth through targeted efforts.

When exiting a business, a refined marketing strategy can significantly increase its value. Potential buyers look for businesses with strong market positions and growth potential. Demonstrating a robust, data-backed marketing plan can elevate a company’s appeal and justify higher valuations.

From start to exit, a well-thought-out marketing strategy isn’t just a part of the process—it’s the foundation that ensures success. It guides decision-making, aligns the team’s efforts, and, ultimately, propels a business to achieve its greatest potential. Without it, everything else risks being directionless. Connect with me today and begin crafting a compelling marketing strategy.

Written by Darlene M. Ziebell