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Press Release, November 15th, 2007 Business District Magazine Announces New Marketing Package for Growth Companies Marketing Package Proposal |
bijoy testimonial The Building of a Message
Founded by Bijoy Goswami in July 2003, Bootstrap Austin is a community of entrepreneurs dedicated to building companies by taking the bootstrap approach taken by entrepreneurs such as Michael Dell, Bill Gates, Richard Branson and John Mackey. By September, 2006, Bootstrap Austin had grown organically to 600 members and faced two key challenges: First, the bootstrap message had evolved beyond simply eschewing investor capital and become more complex and nuanced. Described with phrases like, “right action right time,” “constraint creates innovation,” “demo/sell/build,” it became increasingly difficult to convey through a simple sound bite. Additionally, the importance of community in the entrepreneurial journey had become integral. A majority of the Bootstrap members did not truly understand the complete picture. Furthermore, bootstrapping was challenged by its juxtaposition with the more glamorous VC path and perceived as inferior. Second, the ecosystem of entrepreneurial support organizations is geared either towards cookie-cutter businesses or VC-funded ones. Bijoy wanted to differentiate the bootstrap path to this group and to the broader Having no experience in the media world, Bijoy approached Business District magazine founder and Bootstrap Contributor, Jason Myers for advice and help in using the media to address these challenges. Under Jason’s guidance and mentorship, a customized and sustained media program was organically developed. Through a systematic approach, Jason and Bijoy crafted a series of articles, blogs, radio appearances, advertising and speaker opportunities designed to convey different aspects of the Bootstrap message to maximize effectiveness. This resulted in the following opportunities leveraged through Business District Publishing over the past year:
Through every step of the process, Jason and Bijoy collaborated on developing a cohesive narrative of the bootstrap message. Each successive media message was self-contained but also reinforced and built upon the previous one. Jason guided each step, including message content, sequencing and medium. One of the unexpected and profound benefits was the refinement and articulation of bootstrapping as a ‘third way’ of entrepreneurship. Bijoy reflects, “The discipline of the writing process directed by Jason and geared towards an audience, helped distill the message. It gave me clarity about the Bootstrap brand which I didn’t have when we started. This is hard work, but incredibly worthwhile!” Armed with the brand message and lessons learned from 2007, Bijoy plans to expand the bootstrap evangelist campaign to a broader national audience in 2008. This includes writing a book on bootstrapping drawing from the articles and content, continuing to rely on Jason’s advice and counsel.
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