An exit can be a bittersweet experience. As a startup CEO, you’ve poured your heart and soul into building your business. Now, it’s time to reap the rewards of your hard work. However, a successful exit requires a well-crafted marketing strategy that follows industry best practices.

Discover seven powerful tactics that can help increase your company’s visibility and sales and maximise your return on investment.

Update your brand identity

A company’s brand identity is usually developed in the early stages of your startup journey, helping spread brand awareness during the first few years of your business. However, updating it when you plan to bow out can help attract potential acquirers. No investor would spend money on an outdated business, so an update is necessary months before your exit.

You may need to refine your brand vision and mission statements and improve your website’s user experience/user interface (UX/UI) design. Update your brand story and reflect on your startup’s achievements. For instance, consider creating a section highlighting your best projects, partner brands and other successful initiatives.

Focus on your value proposition

Your value proposition is what will make your startup attractive to your competitors. The value of a startup is based on a wide variety of elements, including the company’s cash flow, its financial history and the brand loyalty of its customers. What makes your product or service valuable to the market? How do you differentiate it from your competitors’ offerings? Gather valuable customer insights, define your unique selling proposition (USP) and craft a strong proposition statement.

Also Read: New player emerges in Vietnamese startup ecosystem: Accelerator as a service

If you already have an existing value proposition, consider refining it and making it more apparent in your online content. Assess whether focusing on one niche or aggressive growth is better for your startup’s goals and capabilities, then adjust your value proposition statement accordingly.

Form relationships with potential acquirers

Build rapport with potential buyers long before the exit. Engage in joint ventures, attend industry events and consider short-term partnerships to gain exposure and reach new markets. You can also build partnerships by connecting with complementary or non-competing organisations with similar goals, values and vision. Offer them mutual benefits for collaboration.

In rare cases, competitors may contact you and show interest in acquiring your startup. If you decide to offer your business to a competitor, it’s recommended that you hire a professional business broker to protect your trade secrets and other classified information. This expert can also help protect your interests if a potential buyer attempts to lowball you.

Ensure alignment of content

Your offline and online content speaks about your business. Ensuring your voice remains consistent and relevant is imperative, especially before exiting. Ensure all content on various platforms conveys a coherent visual and written message.

Remember that consumers are starting to value transparency over hard sell. Nowadays, people trust testimonials and firsthand accounts over brand claims. To boost your credibility, consider writing a few blog posts and creating video content highlighting your customers’ stories.

Implement an account-based marketing strategy

It’s no secret that organisations that strategically focus on their target market are more likely to meet and exceed financial goals, such as revenue and market share growth. However, customer-centricity doesn’t happen overnight. You must start an account-based marketing strategy to pursue high-value leads without compromising resources.

The global ABM market is expected to grow to US$1.6 billion by 2027. Adopting this strategy can help boost revenue and reflect well on your company, attracting more potential buyers.

Optimise customer experience

Creating a positive customer experience to make your startup more appealing to potential buyers. Here are some things to consider when making improvements:

Website: Your website is often your customer’s first point of contact. Ensure it’s easy to navigate, visually appealing and mobile-responsive. Poor website performance may lead to site abandonment and negative user experience. A well-designed website can help reduce bounce rates and boost sales.
Loyalty programs: Incentivise loyal and first-time customers to encourage repeat purchases. Offer early bird access to new products, discounts and points to be used for future purchases. A robust loyalty program can help trigger loyalty and organic growth.
Customer feedback loop: Create a system for collecting and analysing customer feedback. Utilise social media platforms, surveys, emails and any form of direct communication to showcase your company’s dedication to customer satisfaction.

Prepare for due diligence

Due diligence allows a potential buyer to assess your startup’s financial health, operations and possible concerns, providing them a closer look at your business. Ensure all materials, customer contracts, previous campaigns, and other marketing-related documents are readily available. Track and analyse key performance indicators (KPIs) such as conversion rates and customer lifetime value to demonstrate your company’s success potential.

Also Read: 3 stages of marketing for your startup that can drive effective results

How common are successful startup exits?

According to a CB Insights report, Asia experienced 16 per cent of exits in 2023. However, it’s worth noting that the success of your exit will depend on your overall strategy and plan. You should have a well-defined action plan and be ready to defend your company’s growth potential.

Investing in marketing tactics when planning to exit your startup might seem counterintuitive. After all, why spend resources promoting a business you’re about to sell? However, a strong marketing plan can help attract the attention of your ideal buyer. It’s also your way of protecting the legacy you’ve worked hard to build for years — surely, it’s worth it.

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