Biotechnology Marketing 101 Your Company

Using the Principles of Marketing to Promote Your Company

Mary Canady Comprendia LLC

copy Comprendia LLC

Marketing Your Company

bull Small or large your company needs to get buy in from many people to succeedndash Investorsndash Customersndash Employees

bull The principles of Marketing can be used for cost-effective creative promotion of your company

copy Comprendia LLC

Marketing 101 A Good Productbull Elements of a good product

ndash Backed up with strong RampDndash Good positioning

bull Distinguishing feature(s)ndash Well packaged

bull Consistent logo amp branding identifiable

bull Accessible to customersbull Attractively packagedbull Value is documented amp

communicatedndash Well advertised

bull Customer may need to see it advertised several times before really ldquoseeingrdquo it

copy Comprendia LLC

The Product is the Companybull Based on strong research

ndash Market Customer Competition

bull Position companyndash Reason why investors employees amp

customers will be interested

bull Package companyndash Logo amp Brandingndash Accessibility Professional Websitendash Attractiveness Polished Presentationsndash Communicate your value

bull Advertise advertise advertisendash Small companies can be creative amp

save $$$

copy Comprendia LLC

Research Research Researchbull Your scientific background should helpbull A good marketer has a plan including

ndash Market sizendash Customer profile amp their pain

bull Your product(s) will lsquorelieversquo itndash Product descriptionndash Competitive analysisndash Sales forecastingndash Schedulendash Budget

bull Writing a formal Marketing Plan to promote your company will help you understand your path forward

copy Comprendia LLC

Positioning Your Companybull What is your value to customers with

respect to your competitorsbull What sets your company apart

ndash Expertisendash TechnologyIntellectual Propertyndash Access to reagents

bull Brainstorm write down amp communicate your companyrsquos positioning statementndash Example ldquoWe are the unique source for stem

cell reagents based on our proprietary technology which speeds research by eliminating several time consuming stepsrdquo

bull Realize your positioning statement can be more compelling externally than your mission statement

copy Comprendia LLC

Essential Packagingbull Logo and brandingbull Websitebull PowerPoint Presentations

ndash Contentndash Branded Professional Template

bull Technology diagramsbull Hiring experts pays off

ndash Money spent will be a very small fraction of the money yoursquoll raise

ndash (ps Comprendia can help )

copy Comprendia LLC

Essential Packaging Logobull A good logo can bring your

company togetherbull Things to Consider

ndash Logotype (textname)ndash IconSymbolism

bull Mix with logotype or keep separatendash Descriptor or Tagline

bull Short text describing your companyndash Colorsndash Uniquenessndash Logistics

bull Consider the full package with respect to print amp online materials as well as promotional items

copy Comprendia LLC

Essential Packaging Brandingbull The unique set of colors fonts

and guidelines that set your company apart and reinforces your identity

bull Consistency is keybull Hiring marketing

consultantsdesigners early will help your company to define itself

copy Comprendia LLC

Essential Packaging Websitebull Who are youbull Why are you herebull Your website is your single most

important marketing toolbull Donrsquot go for anything fancy

ndash Flash etc not needed for most small co websites

bull Think about Search Engine Optimization (SEO) earlyhellipwhy not

bull Social media strategies should also be incorporated early (eg blog)

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Marketing Your Company

bull Small or large your company needs to get buy in from many people to succeedndash Investorsndash Customersndash Employees

bull The principles of Marketing can be used for cost-effective creative promotion of your company

copy Comprendia LLC

Marketing 101 A Good Productbull Elements of a good product

ndash Backed up with strong RampDndash Good positioning

bull Distinguishing feature(s)ndash Well packaged

bull Consistent logo amp branding identifiable

bull Accessible to customersbull Attractively packagedbull Value is documented amp

communicatedndash Well advertised

bull Customer may need to see it advertised several times before really ldquoseeingrdquo it

copy Comprendia LLC

The Product is the Companybull Based on strong research

ndash Market Customer Competition

bull Position companyndash Reason why investors employees amp

customers will be interested

bull Package companyndash Logo amp Brandingndash Accessibility Professional Websitendash Attractiveness Polished Presentationsndash Communicate your value

bull Advertise advertise advertisendash Small companies can be creative amp

save $$$

copy Comprendia LLC

Research Research Researchbull Your scientific background should helpbull A good marketer has a plan including

ndash Market sizendash Customer profile amp their pain

bull Your product(s) will lsquorelieversquo itndash Product descriptionndash Competitive analysisndash Sales forecastingndash Schedulendash Budget

bull Writing a formal Marketing Plan to promote your company will help you understand your path forward

copy Comprendia LLC

Positioning Your Companybull What is your value to customers with

respect to your competitorsbull What sets your company apart

ndash Expertisendash TechnologyIntellectual Propertyndash Access to reagents

bull Brainstorm write down amp communicate your companyrsquos positioning statementndash Example ldquoWe are the unique source for stem

cell reagents based on our proprietary technology which speeds research by eliminating several time consuming stepsrdquo

bull Realize your positioning statement can be more compelling externally than your mission statement

copy Comprendia LLC

Essential Packagingbull Logo and brandingbull Websitebull PowerPoint Presentations

ndash Contentndash Branded Professional Template

bull Technology diagramsbull Hiring experts pays off

ndash Money spent will be a very small fraction of the money yoursquoll raise

ndash (ps Comprendia can help )

copy Comprendia LLC

Essential Packaging Logobull A good logo can bring your

company togetherbull Things to Consider

ndash Logotype (textname)ndash IconSymbolism

bull Mix with logotype or keep separatendash Descriptor or Tagline

bull Short text describing your companyndash Colorsndash Uniquenessndash Logistics

bull Consider the full package with respect to print amp online materials as well as promotional items

copy Comprendia LLC

Essential Packaging Brandingbull The unique set of colors fonts

and guidelines that set your company apart and reinforces your identity

bull Consistency is keybull Hiring marketing

consultantsdesigners early will help your company to define itself

copy Comprendia LLC

Essential Packaging Websitebull Who are youbull Why are you herebull Your website is your single most

important marketing toolbull Donrsquot go for anything fancy

ndash Flash etc not needed for most small co websites

bull Think about Search Engine Optimization (SEO) earlyhellipwhy not

bull Social media strategies should also be incorporated early (eg blog)

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Marketing 101 A Good Productbull Elements of a good product

ndash Backed up with strong RampDndash Good positioning

bull Distinguishing feature(s)ndash Well packaged

bull Consistent logo amp branding identifiable

bull Accessible to customersbull Attractively packagedbull Value is documented amp

communicatedndash Well advertised

bull Customer may need to see it advertised several times before really ldquoseeingrdquo it

copy Comprendia LLC

The Product is the Companybull Based on strong research

ndash Market Customer Competition

bull Position companyndash Reason why investors employees amp

customers will be interested

bull Package companyndash Logo amp Brandingndash Accessibility Professional Websitendash Attractiveness Polished Presentationsndash Communicate your value

bull Advertise advertise advertisendash Small companies can be creative amp

save $$$

copy Comprendia LLC

Research Research Researchbull Your scientific background should helpbull A good marketer has a plan including

ndash Market sizendash Customer profile amp their pain

bull Your product(s) will lsquorelieversquo itndash Product descriptionndash Competitive analysisndash Sales forecastingndash Schedulendash Budget

bull Writing a formal Marketing Plan to promote your company will help you understand your path forward

copy Comprendia LLC

Positioning Your Companybull What is your value to customers with

respect to your competitorsbull What sets your company apart

ndash Expertisendash TechnologyIntellectual Propertyndash Access to reagents

bull Brainstorm write down amp communicate your companyrsquos positioning statementndash Example ldquoWe are the unique source for stem

cell reagents based on our proprietary technology which speeds research by eliminating several time consuming stepsrdquo

bull Realize your positioning statement can be more compelling externally than your mission statement

copy Comprendia LLC

Essential Packagingbull Logo and brandingbull Websitebull PowerPoint Presentations

ndash Contentndash Branded Professional Template

bull Technology diagramsbull Hiring experts pays off

ndash Money spent will be a very small fraction of the money yoursquoll raise

ndash (ps Comprendia can help )

copy Comprendia LLC

Essential Packaging Logobull A good logo can bring your

company togetherbull Things to Consider

ndash Logotype (textname)ndash IconSymbolism

bull Mix with logotype or keep separatendash Descriptor or Tagline

bull Short text describing your companyndash Colorsndash Uniquenessndash Logistics

bull Consider the full package with respect to print amp online materials as well as promotional items

copy Comprendia LLC

Essential Packaging Brandingbull The unique set of colors fonts

and guidelines that set your company apart and reinforces your identity

bull Consistency is keybull Hiring marketing

consultantsdesigners early will help your company to define itself

copy Comprendia LLC

Essential Packaging Websitebull Who are youbull Why are you herebull Your website is your single most

important marketing toolbull Donrsquot go for anything fancy

ndash Flash etc not needed for most small co websites

bull Think about Search Engine Optimization (SEO) earlyhellipwhy not

bull Social media strategies should also be incorporated early (eg blog)

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

The Product is the Companybull Based on strong research

ndash Market Customer Competition

bull Position companyndash Reason why investors employees amp

customers will be interested

bull Package companyndash Logo amp Brandingndash Accessibility Professional Websitendash Attractiveness Polished Presentationsndash Communicate your value

bull Advertise advertise advertisendash Small companies can be creative amp

save $$$

copy Comprendia LLC

Research Research Researchbull Your scientific background should helpbull A good marketer has a plan including

ndash Market sizendash Customer profile amp their pain

bull Your product(s) will lsquorelieversquo itndash Product descriptionndash Competitive analysisndash Sales forecastingndash Schedulendash Budget

bull Writing a formal Marketing Plan to promote your company will help you understand your path forward

copy Comprendia LLC

Positioning Your Companybull What is your value to customers with

respect to your competitorsbull What sets your company apart

ndash Expertisendash TechnologyIntellectual Propertyndash Access to reagents

bull Brainstorm write down amp communicate your companyrsquos positioning statementndash Example ldquoWe are the unique source for stem

cell reagents based on our proprietary technology which speeds research by eliminating several time consuming stepsrdquo

bull Realize your positioning statement can be more compelling externally than your mission statement

copy Comprendia LLC

Essential Packagingbull Logo and brandingbull Websitebull PowerPoint Presentations

ndash Contentndash Branded Professional Template

bull Technology diagramsbull Hiring experts pays off

ndash Money spent will be a very small fraction of the money yoursquoll raise

ndash (ps Comprendia can help )

copy Comprendia LLC

Essential Packaging Logobull A good logo can bring your

company togetherbull Things to Consider

ndash Logotype (textname)ndash IconSymbolism

bull Mix with logotype or keep separatendash Descriptor or Tagline

bull Short text describing your companyndash Colorsndash Uniquenessndash Logistics

bull Consider the full package with respect to print amp online materials as well as promotional items

copy Comprendia LLC

Essential Packaging Brandingbull The unique set of colors fonts

and guidelines that set your company apart and reinforces your identity

bull Consistency is keybull Hiring marketing

consultantsdesigners early will help your company to define itself

copy Comprendia LLC

Essential Packaging Websitebull Who are youbull Why are you herebull Your website is your single most

important marketing toolbull Donrsquot go for anything fancy

ndash Flash etc not needed for most small co websites

bull Think about Search Engine Optimization (SEO) earlyhellipwhy not

bull Social media strategies should also be incorporated early (eg blog)

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Research Research Researchbull Your scientific background should helpbull A good marketer has a plan including

ndash Market sizendash Customer profile amp their pain

bull Your product(s) will lsquorelieversquo itndash Product descriptionndash Competitive analysisndash Sales forecastingndash Schedulendash Budget

bull Writing a formal Marketing Plan to promote your company will help you understand your path forward

copy Comprendia LLC

Positioning Your Companybull What is your value to customers with

respect to your competitorsbull What sets your company apart

ndash Expertisendash TechnologyIntellectual Propertyndash Access to reagents

bull Brainstorm write down amp communicate your companyrsquos positioning statementndash Example ldquoWe are the unique source for stem

cell reagents based on our proprietary technology which speeds research by eliminating several time consuming stepsrdquo

bull Realize your positioning statement can be more compelling externally than your mission statement

copy Comprendia LLC

Essential Packagingbull Logo and brandingbull Websitebull PowerPoint Presentations

ndash Contentndash Branded Professional Template

bull Technology diagramsbull Hiring experts pays off

ndash Money spent will be a very small fraction of the money yoursquoll raise

ndash (ps Comprendia can help )

copy Comprendia LLC

Essential Packaging Logobull A good logo can bring your

company togetherbull Things to Consider

ndash Logotype (textname)ndash IconSymbolism

bull Mix with logotype or keep separatendash Descriptor or Tagline

bull Short text describing your companyndash Colorsndash Uniquenessndash Logistics

bull Consider the full package with respect to print amp online materials as well as promotional items

copy Comprendia LLC

Essential Packaging Brandingbull The unique set of colors fonts

and guidelines that set your company apart and reinforces your identity

bull Consistency is keybull Hiring marketing

consultantsdesigners early will help your company to define itself

copy Comprendia LLC

Essential Packaging Websitebull Who are youbull Why are you herebull Your website is your single most

important marketing toolbull Donrsquot go for anything fancy

ndash Flash etc not needed for most small co websites

bull Think about Search Engine Optimization (SEO) earlyhellipwhy not

bull Social media strategies should also be incorporated early (eg blog)

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Positioning Your Companybull What is your value to customers with

respect to your competitorsbull What sets your company apart

ndash Expertisendash TechnologyIntellectual Propertyndash Access to reagents

bull Brainstorm write down amp communicate your companyrsquos positioning statementndash Example ldquoWe are the unique source for stem

cell reagents based on our proprietary technology which speeds research by eliminating several time consuming stepsrdquo

bull Realize your positioning statement can be more compelling externally than your mission statement

copy Comprendia LLC

Essential Packagingbull Logo and brandingbull Websitebull PowerPoint Presentations

ndash Contentndash Branded Professional Template

bull Technology diagramsbull Hiring experts pays off

ndash Money spent will be a very small fraction of the money yoursquoll raise

ndash (ps Comprendia can help )

copy Comprendia LLC

Essential Packaging Logobull A good logo can bring your

company togetherbull Things to Consider

ndash Logotype (textname)ndash IconSymbolism

bull Mix with logotype or keep separatendash Descriptor or Tagline

bull Short text describing your companyndash Colorsndash Uniquenessndash Logistics

bull Consider the full package with respect to print amp online materials as well as promotional items

copy Comprendia LLC

Essential Packaging Brandingbull The unique set of colors fonts

and guidelines that set your company apart and reinforces your identity

bull Consistency is keybull Hiring marketing

consultantsdesigners early will help your company to define itself

copy Comprendia LLC

Essential Packaging Websitebull Who are youbull Why are you herebull Your website is your single most

important marketing toolbull Donrsquot go for anything fancy

ndash Flash etc not needed for most small co websites

bull Think about Search Engine Optimization (SEO) earlyhellipwhy not

bull Social media strategies should also be incorporated early (eg blog)

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Essential Packagingbull Logo and brandingbull Websitebull PowerPoint Presentations

ndash Contentndash Branded Professional Template

bull Technology diagramsbull Hiring experts pays off

ndash Money spent will be a very small fraction of the money yoursquoll raise

ndash (ps Comprendia can help )

copy Comprendia LLC

Essential Packaging Logobull A good logo can bring your

company togetherbull Things to Consider

ndash Logotype (textname)ndash IconSymbolism

bull Mix with logotype or keep separatendash Descriptor or Tagline

bull Short text describing your companyndash Colorsndash Uniquenessndash Logistics

bull Consider the full package with respect to print amp online materials as well as promotional items

copy Comprendia LLC

Essential Packaging Brandingbull The unique set of colors fonts

and guidelines that set your company apart and reinforces your identity

bull Consistency is keybull Hiring marketing

consultantsdesigners early will help your company to define itself

copy Comprendia LLC

Essential Packaging Websitebull Who are youbull Why are you herebull Your website is your single most

important marketing toolbull Donrsquot go for anything fancy

ndash Flash etc not needed for most small co websites

bull Think about Search Engine Optimization (SEO) earlyhellipwhy not

bull Social media strategies should also be incorporated early (eg blog)

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Essential Packaging Logobull A good logo can bring your

company togetherbull Things to Consider

ndash Logotype (textname)ndash IconSymbolism

bull Mix with logotype or keep separatendash Descriptor or Tagline

bull Short text describing your companyndash Colorsndash Uniquenessndash Logistics

bull Consider the full package with respect to print amp online materials as well as promotional items

copy Comprendia LLC

Essential Packaging Brandingbull The unique set of colors fonts

and guidelines that set your company apart and reinforces your identity

bull Consistency is keybull Hiring marketing

consultantsdesigners early will help your company to define itself

copy Comprendia LLC

Essential Packaging Websitebull Who are youbull Why are you herebull Your website is your single most

important marketing toolbull Donrsquot go for anything fancy

ndash Flash etc not needed for most small co websites

bull Think about Search Engine Optimization (SEO) earlyhellipwhy not

bull Social media strategies should also be incorporated early (eg blog)

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Essential Packaging Brandingbull The unique set of colors fonts

and guidelines that set your company apart and reinforces your identity

bull Consistency is keybull Hiring marketing

consultantsdesigners early will help your company to define itself

copy Comprendia LLC

Essential Packaging Websitebull Who are youbull Why are you herebull Your website is your single most

important marketing toolbull Donrsquot go for anything fancy

ndash Flash etc not needed for most small co websites

bull Think about Search Engine Optimization (SEO) earlyhellipwhy not

bull Social media strategies should also be incorporated early (eg blog)

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Essential Packaging Websitebull Who are youbull Why are you herebull Your website is your single most

important marketing toolbull Donrsquot go for anything fancy

ndash Flash etc not needed for most small co websites

bull Think about Search Engine Optimization (SEO) earlyhellipwhy not

bull Social media strategies should also be incorporated early (eg blog)

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Essential Packaging PowerPointbull Content A successful presentation will

conveyndash Description of customers and their lsquopainrsquo

bull Ex Stem cell researchers have inadequate tools to perform research in competitive environment

ndash Market size for your product(s)ndash Your companyrsquos unique advantagepositioningndash Description of your product(s)ndash If speaking with investors the amount of money

you requirendash Motivation always answer the audiencersquos

question ldquowhy should we carerdquo

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Essential Packaging PowerPointbull Professional Template

ndash Image does matterndash Donrsquot distract from your

presentationrsquos content with a poorly designed template

ndash Your PowerPoint template is a good first step towards defining your companyrsquos branding even before your website is finished

ndash Let a graphic designer help you create something attractive functional and professional

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Essential Packaging Diagramsbull Chances are your product is

complexbull Are your diagrams explaining

them based on napkin sketches

People canrsquot get excited about something they donrsquot understand

bull Hire an artist to help you convey your technology

bull Again the money you spend will be trivial compared to what yoursquoll raise or make

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Advertise Advertise Advertisebull Spread the word with a mix of media

ndash Networking ndash Social Mediandash Print Adsndash Online Ads

bull Developing relationships with the media always helpsndash What can you do for them

bull Distribute their pubs at a meeting you sponsorbull Give them story ideas related to your company

bull Public Relations (PR) campaigns can be very cost effective for small companies

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Advertising Public Relationsbull Contacts with the media are key

ndash Work on knowing both the local media and the national biotech media

bull Know your audience ndash reach and remain concentrated on

them with laser focus

bull Craft the Messagendash Your rolodex doesnt matter if your message and story are not

well crafted

bull Set Real Goals amp Take the Long Viewndash A PR program is not a short-term solution but a long-term

investment to building your brand and growing your company

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Pulling it All Togetherbull Hire Comprendia to help you get a jump

start on Marketing your small companybull We have extensive experience marketing

both small and large biotechnology companies

bull We have existing contacts with all of the resources yoursquoll needndash Mediandash Designersndash Developersndash Writersndash PR Specialists

bull Our BioStartuptrade Marketing Kits guide you through every step

copy Comprendia LLC

Comprendiarsquos Marketing Servicesbull Marketing Strategies

minus Logo brandingminus Online Materialsminus Website designminus Social media

strategies (blog e-newsletter)

minus Banner Ads

minus Printed Materialsminus Brochuresminus Adsminus Events

(Workshops Conferences)

minus Market Researchminus Competitive Analysisminus Product Portfolio

Analysis

minus Marketing Plansminus Business

Development

bull Marketing Tactics

Learn Morehttpcomprendiacomcapabilities

copy Comprendia LLC

Comprendia amp SDBN Resourcesbull Comprendia

ndash Biotechnology Marketing 101 Seriesndash Schedule a visit Marketing 101 presentation

andor a free consultationbull SDBN httpsdbnorg

ndash Listing of VC companies (home page right sidebar)

ndash Calendar of events including funding competitions httpsdbnorgcalendar

ndash San Diego Biotechnology News httpsdbnorgnews