Use runway, burn rate, and near-term milestones to reason through why startup marketing must create evidence before money and patience run out.

Distinguish the product, the market, and the value promise so you can spot whether a marketing challenge is really about the offer, the customer, or the reason to care.

Apply the previous explanations in a guided problem.

Trace how a potential customer finds you through a channel, becomes a lead, and moves toward a conversion such as a signup, demo request, trial, or purchase.

Compare clicks, waitlists, sales calls, pilots, revenue, usage, and referrals as traction signals, then decide what each signal proves and what it still leaves unknown.

Apply the previous explanations in a guided problem.

Check your understanding with a short quiz.

Read retention, churn, repeat use, and cohorts to judge whether growth is healthy or whether new customers are simply replacing the ones leaving.

Match startup marketing goals to the company’s stage: learning what resonates, proving demand, finding repeatable acquisition, and only then scaling spend.

Apply the previous explanations in a guided problem.

Check your understanding with a short quiz.

Review this chapter with practice based on your mistakes.