Challenges in early stage communication for startups : two case studies

Start-ups are regularly facing special challenges when developing their communication policy. Very often, neither the founders nor the company name or the products are well-known. This is especially true in the earliest phase of start-ups which is being analyzed in this article. It is especially important to know your communicative target groups and to adapt the communicative measures accordingly. After an analysis of phases in founding start-ups as well as important target groups of communicative measures for start-ups, two practical examples are being introduced. In conclusion, recommendations for the communication policy of start-ups are derived.