About the Book

AN IN-DEPTH ACCOUNT OF THE MARKETING BASICS TO MAKE YOUR STARTUP SUCCESSFUL.
What distinguishes a startup that everyone knows, understands, talks about and cheers for, and one that no one seems to know or recognise? Is it just revenue or the strength of the business? The city or country it's from? The pedigree of the founders? The novelty of the idea perhaps?
None of these, argues Sairam Krishnan in this book. What ensures the popularity of a startup is a measure of coolness , an element of virality, and the clarity of its messaging and value proposition. This is what makes it irresistible not just to potential customers, but to the world at large.
A super-cool startup, Sairam tells us, is built on a foundation of five pillars. Storytelling is the heart of a startup s marketing the why of its existence. Content is how to tell that story. Community is how to gather people around it. PR and guerrilla marketing is how to get attention to that story. And finally, social media is how to make the story travel.
Navigating each of these pillars in turn through startup lore and his personal experience of having worked with various early-stage startups and venture capital firms, Sairam gives us the authoritative blueprint for an early-stage startup to build a marketing machine.
Get ready to build your own super-cool startup.

About the Author

Sairam Krishnan is the VP of Marketing and Community at early-stage venture capital firm Blume Ventures.
Before this, he was a founding team member and head of marketing of AI-driven ITSM platform Atomicwork. Sairam was an early employee at the celebrated SaaS firm Freshworks, where he helped shape its early-stage marketing and content.
He also served as the Marketer-in-Residence at Accel India, one of the world s leading venture capital firms. He is widely recognised as a leader on startup branding, enterprise positioning, and the craft of storytelling. Sairam also writes The CMO Journal, a highly regarded weekly newsletter detailing software product marketing and strategy built from the trenches of the Indian SaaS ecosystem.