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A Guide to Working with Startups at The Media Kitchen

by on Oct 02, 2013

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We like to think we bridge Madison Avenue and Silicon Alley/Valley here at The Media Kitchen. We are attracted to innovative, inventive and entrepreneurial companies and have been working with ...

We like to think we bridge Madison Avenue and Silicon Alley/Valley here at The Media Kitchen. We are attracted to innovative, inventive and entrepreneurial companies and have been working with hundreds, if not thousands over the years. There are some very important lessons we have learned and wanted to share them in this document. Much of the deck is a "talking" deck, meaning it was presented to the agency by Darren Herman in October 2013, so some slides have no words. Contact us for more context around the slides.

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  • dherman76 Darren Herman, Chief Digital Media Officer at The Media Kitchen @ericfranchi Love all of this Eric. Extremely valuable. 6 months ago
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  • ericfranchi ericfranchi Well done. Some thoughts:

    1. Purely coincidental, I posted somewhat of a mirror image of this concept for the other side (startups who want to break in to agencies). The exact same day. Freaky. http://ericfranchi.com/post/62914977723/advice-for-startups-breaking-through-to-ad-agencies
    2. I think that slide 11 - TMK's focus on startups as a cornerstone - is a big differentiator.
    3. As far as tips 1-4 it is important to get the relationship with the founder(s) who own the business side of the equation. They are the ones who can redline the product roadmap for an amazing opportunity.
    4. I think it's really important for agency folks to realize the symbiotic nature of this whole relationship. Agencies want new and innovative ideas for their clients. Startups want (need) traction (both in revenue and number of clients/campaigns) and product/market fit. The intersection of that is where great stuff can happen. I have so many examples of this both at Undertone and at other companies. As do you Darren in that slide 29.
    5. Protip for agencies related to the above. Offer to help with case studies/quotes/co-presentations. Sometimes hard to get approval for, but they are one of those things that can put you over the top when others are waving cash at the startups. Sort of like why a startup would work with one VC over another. What value can you bring?
    5a. Related to the above on how you can stand out. Making intros internally to your peers if you think there is a fit is another one of those things that is incredibly helpful for a startup who may not have a big sales team (or one at all). I know Darren fosters this at TMK and the other shops but this is not a rule.
    6 months ago
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A Guide to Working with Startups at The Media Kitchen A Guide to Working with Startups at The Media Kitchen Presentation Transcript