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Advanced Brand
and Marketing
for Early Stage
Companies
Tomás Puig
Sr. Director, Labs
at WP Engine
@tnpuig
Paul Dery
Executive Creative Director
at R/GA
@pauliedery
#AdvBrand
The Landscape
House of Mirrors
Action Framework
Your Turn
The Pitch
The Landscape
House of Mirrors
Action Framework
Your Turn
The Pitch
This workshop was first given at
SXSW 2015 as “Advanced Brand and
Marketing for Early Stage Companies”.
The Example of SaaS was chosen as
an economic model to explore with
and these slides were the guide we
used to explain the topics.
@tnpuig @pauliedery #AdvBrand
What is SaaS?
@tnpuig @pauliedery #AdvBrand
Two kinds of SaaS business:
MRR
Those with primarily monthly contracts, with some longer term contracts. In this
business, the primary focus will be on MRR (Monthly Recurring Revenue)
ARR
Those with primarily annual contracts, with some contracts for multiple years. Here the
primary focus is on ARR (Annual Recurring Revenue), and ACV (Annual Contract
Value).
this section via David Skok
There is two things a SaaS should
focus on.
@tnpuig @pauliedery #AdvBrand
First. Cash Flow.
Single Customer Cash Flow (Skok)
-7000
-6000
-5000
-4000
-3000
-2000
-1000
0
1000
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
CAC (Cost to Acquire the Customer) Subscription Payments * GM% http://www.forentrepreneurs.com/saas-metrics-2/
http://www.forentrepreneurs.com/saas-metrics-2/
Two Key Guidelines for SaaS Startups
LTV CAC
Months to
recover CAC
>3x
12 Months<
@tnpuig @pauliedery #AdvBrand
http://www.forentrepreneurs.com/saas-metrics-2/
http://www.forentrepreneurs.com/saas-metrics-2/
http://www.forentrepreneurs.com/saas-metrics-2/
What does awesome look like?
http://www.forentrepreneurs.com/saas-metrics-2/
Activity:
Write down three SaaS companies you
admire.
@tnpuig @pauliedery #AdvBrand
http://www.forentrepreneurs.com/saas-metrics-2/
Second. Users.
The quickest way to gain users is to
have a product that disrupts the
market.
@tnpuig @pauliedery #AdvBrand
A disruptive innovation gives new
consumers access to product historically
only available to consumers with a lot of
money or skill.
(Andreesen)
It's a fabricated myth that disruptive
innovation is about destruction: It's
about creation
(Andreesen)
Disruptive innovation shrinks
inequality, by bringing to lower-income
consumers things that only richer
consumers had.
(Andreesen)
Rich people always had books, music,
clean clothes. Disruptive innovation
made these things available to many
more people.
(Andreesen)
Printing press disrupted books from
scribes; recorded music disrupted live
concerts in homes, washing machines
disrupted live-in maids.
(Andreesen)
A new product for a previously
underserved market it is typically
cheaper than existing product.
(Andreesen)
http://venturebeat.com/2014/12/02/marc-andreessen-teaches-startups-what-disruption-is-really-
about-in-17-tweets/
The Landscape
House of Mirrors
Action Framework
Your Turn
The Pitch
What does this mean for me?
@tnpuig @pauliedery #AdvBrand
The Simplicity Filter
@tnpuig @pauliedery #AdvBrand
What ONE problem does the product
solve?
Does my product
solve one problem
amazingly?
YES
MOVE
ON
NOPE
Who is the ONE person my product
solves this for?
Does it solve the
problem for a
specific niche?
YES
MOVE
ON
NOPE
What level of customer service does
the product provide?
HIGH
(Humans)
LOW
(Automated)
Case
Studies
CASE STUDIES
BirchBox
Delivers a box of beauty samples each
month to your door for $10 - 30 a
month.
@tnpuig @pauliedery #AdvBrand
CASE STUDIES
Hubspot
Provides a cloud service for inbound
marketing that acts as an all in one
technical marketing tool for $200 –
2500+ a month.
@tnpuig @pauliedery #AdvBrand
Activity:
For the three companies you chose
answer these three questions.
@tnpuig @pauliedery #AdvBrand
The Experience
Exchange
Marketing cannot make your
product better.
What the brand says and what
the brand does must be ONE.
Match culture to brand essence
Does your product
deliver on what your
marketing says it
does?
YES
MOVE
ON
NOPE
TARGET
Total Available Market
This is the most ignored analysis in
early companies.
@tnpuig @pauliedery #AdvBrand
What is TAM
Total Available Market
Or stated as:
The revenue opportunity available for
a product or service.
@tnpuig @pauliedery #AdvBrand
Niche in Business Terms http://en.wikipedia.org/wiki/Total_addressable_market
Two ways to calculate:
Bottom Up: Manual Counting
Top Down: Secondary Market
Research (analyst reports)
@tnpuig @pauliedery #AdvBrand
Niche is a subset of TAM that are your
base (or evangelists)
@tnpuig @pauliedery #AdvBrand
How to activate
your niche
STARTING WITH SOCIAL
Social is a great place to start.
A low entry barrier to build your brand.
Your singular focus comes through in social.
You mightn’t have a million followers, but your singular purpose comes through.
4
3
For years, we’ve one had
one figurehead
broadcasting to many
people.
Today we have many.
4
6
4
7
4
8
A couple of rules
to social
01
Social is the
sponsoring of
a community.
02
Nobody wants
to be your friend,
they already have
their own.
03
Talk to your
followers like they
are your friends.
A good friend
doesn’t try to sell
you, they help you.
04
No need to be
always on,
but do be
always relevant.
SUCCESSFUL CONTENT
IS ALL ABOUT CONTEXT.
Who will see it? When will they see it?Where does it live?
These are the questions that will help us reach the audiences we want with the messages
we want them to see (and the messages they want to see from us).
Be content driven.
SEO – For a start up only five things
mostly govern position.
1. Domain authority
2. High quality of inbound links
3. High quantity of inbound links
4. High quality page content
5. Site speed
@tnpuig @pauliedery #AdvBrand
Instead of going into channels deeply
here is some tips and tricks.
@tnpuig @pauliedery #AdvBrand
Earned media often refers to “PR” or
getting someone to write about you.
@tnpuig @pauliedery #AdvBrand
Only two things cause narrative in the
press: Controversy or Novelty
@tnpuig @pauliedery #AdvBrand
Paid.
Instead of going deep lets just look at
some tips.
@tnpuig @pauliedery #AdvBrand
The more mature the paid channel the
less likely you are to have cheap wins.
@tnpuig @pauliedery #AdvBrand
Adwords
Protect your brand but you aren’t
going to outbid the big boys.
@tnpuig @pauliedery #AdvBrand
Social Paid
Useful but limited budgets should be
saved for blowing up your earned
media wins.
@tnpuig @pauliedery #AdvBrand
YouTube Paid
Wonderful for marketing directly to
niche’s on specific channels. But
watch your budget.
@tnpuig @pauliedery #AdvBrand
Affiliates…. Explore them. Can run 10-
30% of revenue acquired. But
remember they are motivated by
payout. Think lead generation
mercenaries for hire.
@tnpuig @pauliedery #AdvBrand
Display
I wouldn’t touch display with an earlier
stage company.
@tnpuig @pauliedery #AdvBrand
A word on churn.
Churn is the loss
of an ARR or
MRR customer.
This is bad.
Customer Nurture:
Look after the customers you have.
They’re easier and cheaper than
acquiring new customers.
@tnpuig @pauliedery #AdvBrand
The Landscape
House of Mirrors
Action Framework
Your Turn
The Pitch
Your Brief.
Now that we’ve the applied simplicity filter
to the product.
Now that you’ve found your niche.
We need to communicate.
@tnpuig @pauliedery #AdvBrand
The smaller you
are the bigger
the purpose you
must have
THE BRIEF
CUSTOMER BRAND MESSAGE
What does
the customer
want?
What does
the product
deliver?
What do you
want to say?
THE BRIEF – BIRCH BOX
CUSTOMER BRAND MESSAGE
It’s a big
investment to
try out
different
products.
A little
sample every
month based
on your
preference.
The
smartest
way to shop
for beauty
and
grooming.
THE BRIEF – HUB SPOT
CUSTOMER BRAND MESSAGE
Inbound
marketing is
really $ and
very technical
for my SMB.
A suite of
tools that
cheaply lets
you grow
your SMB.
Let us handle
the hard
things so you
can focus on
what you do.
THE BRIEF – NETFLIX
CUSTOMER BRAND MESSAGE
NETFLIX
CUSTOMER BRAND MESSAGE
It’s
Blockbuster
or bust.
A huge
library of
unique titles
delivered to
your door.
Movies
delivered to
your door
without a
late fee.
THE MODERN
MARKETING
DEPARTMENT
SaaS Marketing in a start up primarily
consists of three activities.
1. Acquisition
2. Sales Enablement
3. Customer Nurture
@tnpuig @pauliedery #AdvBrand
Lets say you have four people.
THE MODERN MARKETING DEPARTMENT
Strategy Creative
Comms Data
KPIs and OKRs
Research
Positioning
A/B Testing Plans
International
Copy (selling)
Content (informing)
Design (emotion)
Public Relations
Community Relations
Analyst Relations
Social
Ad Campaign Planning
Analytics
Lead Evaluation
Conversions and ROI
Organic Search Rank Reports
Evaluating and Enacting A/B
Tests
Each group will need
to use both online and
offline channels to
perform their
functions.
The Landscape
The Brief
The Thought
Your Turn
The Pitch Groups
You Pitch
@tnpuig @pauliedery #AdvBrand
The Landscape
The Brief
The Thought
The Goal
The Pitch
@tnpuig @pauliedery #AdvBrand
The Landscape
The Brief
The Thought
Appendix
The Pitch
Digital Ecosystem
Branding and content
must feel consistent
across all channels that
exist within the digital
ecosystem
PAID SOCIAL
CONNECTIONS CONTENT DRIVEN
Ad Networks
Partner Programs
Sponsorship
Facebook
Twitter
Google+
Marketers
“In the Wild”
Events
SEO
Blog
Newsletter
PR
Site Activities
RESEARCHING WORKING PARTICIPATING CONNECTING
Audience Users looking
for a solution
Existing Customers Community and
Activity Owners
Stakeholders

Industry Participants

/ Special Interest
Groups
Relevant Content Service Benefits
FAQ
Contact
Product Mix
Offers
Testimonials
Support
Login
Resources
Platform Status
Blog
White Papers
Case Studies
News
Social
About the Company
Careers
Contact
Team
News
Social
Strategy
It is broken up into seven key activities:
1) KPIs and OKRs
2) Audience Research
3) Channel Research
4) Messaging and Positioning
5) Strategic Planning
6) A/B Testing Plans
7) International territory management
Each group will need to use both online and offline channels to
perform their functions.
CREATIVE
COPY (Selling)
1) Ads
2) Landing Pages
3) Brochures
4) Product
Descriptions
Content (Informing)
1) Blog Posts
2) E-books
3) Podcasts
4) Infographics
5) Webinars
Design (Emotion)
1) Brand Guidelines
2) Amazing Company Swag
3) Quality Control of All External
Assets
4) Build of Assets for Ad Network
Communications
It is broken up into eight key activities:
1) Public Relations
2) Publicity
3) Government Relations
4) Community Relations
5) Analyst Relations
6) Social Influencer Relations
7) Speaker Pitches
8) Ad Campaign Planning
Data
It is broken up into nine key activities:
1) Analytics
2) Lead Evaluation
3) Media Hits and Readership Reporting
4) Sales Numbers Following Ad Campaigns
5) Conversions and ROI
6) Follower Growth
7) Negative SEO Checks
8) Organic Search Rank Reports
9) Evaluating and Enacting A/B Tests

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Advanced Brand and Marketing for Early Stage Companies

  • 1. Advanced Brand and Marketing for Early Stage Companies
  • 2. Tomás Puig Sr. Director, Labs at WP Engine @tnpuig Paul Dery Executive Creative Director at R/GA @pauliedery #AdvBrand
  • 3. The Landscape House of Mirrors Action Framework Your Turn The Pitch
  • 4. The Landscape House of Mirrors Action Framework Your Turn The Pitch
  • 5. This workshop was first given at SXSW 2015 as “Advanced Brand and Marketing for Early Stage Companies”. The Example of SaaS was chosen as an economic model to explore with and these slides were the guide we used to explain the topics. @tnpuig @pauliedery #AdvBrand
  • 6. What is SaaS? @tnpuig @pauliedery #AdvBrand
  • 7. Two kinds of SaaS business: MRR Those with primarily monthly contracts, with some longer term contracts. In this business, the primary focus will be on MRR (Monthly Recurring Revenue) ARR Those with primarily annual contracts, with some contracts for multiple years. Here the primary focus is on ARR (Annual Recurring Revenue), and ACV (Annual Contract Value). this section via David Skok
  • 8. There is two things a SaaS should focus on. @tnpuig @pauliedery #AdvBrand
  • 10. Single Customer Cash Flow (Skok) -7000 -6000 -5000 -4000 -3000 -2000 -1000 0 1000 Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12 CAC (Cost to Acquire the Customer) Subscription Payments * GM% http://www.forentrepreneurs.com/saas-metrics-2/
  • 12. Two Key Guidelines for SaaS Startups LTV CAC Months to recover CAC >3x 12 Months< @tnpuig @pauliedery #AdvBrand http://www.forentrepreneurs.com/saas-metrics-2/
  • 15. What does awesome look like? http://www.forentrepreneurs.com/saas-metrics-2/
  • 16. Activity: Write down three SaaS companies you admire. @tnpuig @pauliedery #AdvBrand http://www.forentrepreneurs.com/saas-metrics-2/
  • 18. The quickest way to gain users is to have a product that disrupts the market. @tnpuig @pauliedery #AdvBrand
  • 19. A disruptive innovation gives new consumers access to product historically only available to consumers with a lot of money or skill. (Andreesen)
  • 20. It's a fabricated myth that disruptive innovation is about destruction: It's about creation (Andreesen)
  • 21. Disruptive innovation shrinks inequality, by bringing to lower-income consumers things that only richer consumers had. (Andreesen)
  • 22. Rich people always had books, music, clean clothes. Disruptive innovation made these things available to many more people. (Andreesen)
  • 23. Printing press disrupted books from scribes; recorded music disrupted live concerts in homes, washing machines disrupted live-in maids. (Andreesen)
  • 24. A new product for a previously underserved market it is typically cheaper than existing product. (Andreesen) http://venturebeat.com/2014/12/02/marc-andreessen-teaches-startups-what-disruption-is-really- about-in-17-tweets/
  • 25. The Landscape House of Mirrors Action Framework Your Turn The Pitch
  • 26. What does this mean for me? @tnpuig @pauliedery #AdvBrand
  • 27. The Simplicity Filter @tnpuig @pauliedery #AdvBrand
  • 28. What ONE problem does the product solve? Does my product solve one problem amazingly? YES MOVE ON NOPE
  • 29. Who is the ONE person my product solves this for? Does it solve the problem for a specific niche? YES MOVE ON NOPE
  • 30. What level of customer service does the product provide? HIGH (Humans) LOW (Automated)
  • 32. CASE STUDIES BirchBox Delivers a box of beauty samples each month to your door for $10 - 30 a month. @tnpuig @pauliedery #AdvBrand
  • 33. CASE STUDIES Hubspot Provides a cloud service for inbound marketing that acts as an all in one technical marketing tool for $200 – 2500+ a month. @tnpuig @pauliedery #AdvBrand
  • 34. Activity: For the three companies you chose answer these three questions. @tnpuig @pauliedery #AdvBrand
  • 35. The Experience Exchange Marketing cannot make your product better. What the brand says and what the brand does must be ONE. Match culture to brand essence Does your product deliver on what your marketing says it does? YES MOVE ON NOPE
  • 37. Total Available Market This is the most ignored analysis in early companies. @tnpuig @pauliedery #AdvBrand
  • 38. What is TAM Total Available Market Or stated as: The revenue opportunity available for a product or service. @tnpuig @pauliedery #AdvBrand
  • 39. Niche in Business Terms http://en.wikipedia.org/wiki/Total_addressable_market
  • 40. Two ways to calculate: Bottom Up: Manual Counting Top Down: Secondary Market Research (analyst reports) @tnpuig @pauliedery #AdvBrand
  • 41. Niche is a subset of TAM that are your base (or evangelists) @tnpuig @pauliedery #AdvBrand
  • 43. STARTING WITH SOCIAL Social is a great place to start. A low entry barrier to build your brand. Your singular focus comes through in social. You mightn’t have a million followers, but your singular purpose comes through. 4 3
  • 44. For years, we’ve one had one figurehead broadcasting to many people.
  • 45. Today we have many.
  • 46. 4 6
  • 47. 4 7
  • 48. 4 8
  • 49. A couple of rules to social
  • 50. 01 Social is the sponsoring of a community.
  • 51. 02 Nobody wants to be your friend, they already have their own.
  • 52. 03 Talk to your followers like they are your friends. A good friend doesn’t try to sell you, they help you.
  • 53. 04 No need to be always on, but do be always relevant.
  • 54. SUCCESSFUL CONTENT IS ALL ABOUT CONTEXT. Who will see it? When will they see it?Where does it live? These are the questions that will help us reach the audiences we want with the messages we want them to see (and the messages they want to see from us).
  • 55.
  • 57. SEO – For a start up only five things mostly govern position. 1. Domain authority 2. High quality of inbound links 3. High quantity of inbound links 4. High quality page content 5. Site speed @tnpuig @pauliedery #AdvBrand
  • 58. Instead of going into channels deeply here is some tips and tricks. @tnpuig @pauliedery #AdvBrand
  • 59. Earned media often refers to “PR” or getting someone to write about you. @tnpuig @pauliedery #AdvBrand
  • 60. Only two things cause narrative in the press: Controversy or Novelty @tnpuig @pauliedery #AdvBrand
  • 61. Paid. Instead of going deep lets just look at some tips. @tnpuig @pauliedery #AdvBrand
  • 62. The more mature the paid channel the less likely you are to have cheap wins. @tnpuig @pauliedery #AdvBrand
  • 63. Adwords Protect your brand but you aren’t going to outbid the big boys. @tnpuig @pauliedery #AdvBrand
  • 64. Social Paid Useful but limited budgets should be saved for blowing up your earned media wins. @tnpuig @pauliedery #AdvBrand
  • 65. YouTube Paid Wonderful for marketing directly to niche’s on specific channels. But watch your budget. @tnpuig @pauliedery #AdvBrand
  • 66. Affiliates…. Explore them. Can run 10- 30% of revenue acquired. But remember they are motivated by payout. Think lead generation mercenaries for hire. @tnpuig @pauliedery #AdvBrand
  • 67. Display I wouldn’t touch display with an earlier stage company. @tnpuig @pauliedery #AdvBrand
  • 68. A word on churn.
  • 69. Churn is the loss of an ARR or MRR customer. This is bad.
  • 70. Customer Nurture: Look after the customers you have. They’re easier and cheaper than acquiring new customers. @tnpuig @pauliedery #AdvBrand
  • 71. The Landscape House of Mirrors Action Framework Your Turn The Pitch
  • 73. Now that we’ve the applied simplicity filter to the product. Now that you’ve found your niche. We need to communicate. @tnpuig @pauliedery #AdvBrand
  • 74. The smaller you are the bigger the purpose you must have
  • 75. THE BRIEF CUSTOMER BRAND MESSAGE What does the customer want? What does the product deliver? What do you want to say?
  • 76. THE BRIEF – BIRCH BOX CUSTOMER BRAND MESSAGE It’s a big investment to try out different products. A little sample every month based on your preference. The smartest way to shop for beauty and grooming.
  • 77. THE BRIEF – HUB SPOT CUSTOMER BRAND MESSAGE Inbound marketing is really $ and very technical for my SMB. A suite of tools that cheaply lets you grow your SMB. Let us handle the hard things so you can focus on what you do.
  • 78. THE BRIEF – NETFLIX CUSTOMER BRAND MESSAGE
  • 79. NETFLIX CUSTOMER BRAND MESSAGE It’s Blockbuster or bust. A huge library of unique titles delivered to your door. Movies delivered to your door without a late fee.
  • 81. SaaS Marketing in a start up primarily consists of three activities. 1. Acquisition 2. Sales Enablement 3. Customer Nurture @tnpuig @pauliedery #AdvBrand
  • 82. Lets say you have four people.
  • 83. THE MODERN MARKETING DEPARTMENT Strategy Creative Comms Data KPIs and OKRs Research Positioning A/B Testing Plans International Copy (selling) Content (informing) Design (emotion) Public Relations Community Relations Analyst Relations Social Ad Campaign Planning Analytics Lead Evaluation Conversions and ROI Organic Search Rank Reports Evaluating and Enacting A/B Tests Each group will need to use both online and offline channels to perform their functions.
  • 84. The Landscape The Brief The Thought Your Turn The Pitch Groups You Pitch @tnpuig @pauliedery #AdvBrand
  • 85. The Landscape The Brief The Thought The Goal The Pitch @tnpuig @pauliedery #AdvBrand
  • 86. The Landscape The Brief The Thought Appendix The Pitch
  • 87. Digital Ecosystem Branding and content must feel consistent across all channels that exist within the digital ecosystem PAID SOCIAL CONNECTIONS CONTENT DRIVEN Ad Networks Partner Programs Sponsorship Facebook Twitter Google+ Marketers “In the Wild” Events SEO Blog Newsletter PR
  • 88. Site Activities RESEARCHING WORKING PARTICIPATING CONNECTING Audience Users looking for a solution Existing Customers Community and Activity Owners Stakeholders
 Industry Participants
 / Special Interest Groups Relevant Content Service Benefits FAQ Contact Product Mix Offers Testimonials Support Login Resources Platform Status Blog White Papers Case Studies News Social About the Company Careers Contact Team News Social
  • 89. Strategy It is broken up into seven key activities: 1) KPIs and OKRs 2) Audience Research 3) Channel Research 4) Messaging and Positioning 5) Strategic Planning 6) A/B Testing Plans 7) International territory management Each group will need to use both online and offline channels to perform their functions.
  • 90. CREATIVE COPY (Selling) 1) Ads 2) Landing Pages 3) Brochures 4) Product Descriptions Content (Informing) 1) Blog Posts 2) E-books 3) Podcasts 4) Infographics 5) Webinars Design (Emotion) 1) Brand Guidelines 2) Amazing Company Swag 3) Quality Control of All External Assets 4) Build of Assets for Ad Network
  • 91. Communications It is broken up into eight key activities: 1) Public Relations 2) Publicity 3) Government Relations 4) Community Relations 5) Analyst Relations 6) Social Influencer Relations 7) Speaker Pitches 8) Ad Campaign Planning
  • 92. Data It is broken up into nine key activities: 1) Analytics 2) Lead Evaluation 3) Media Hits and Readership Reporting 4) Sales Numbers Following Ad Campaigns 5) Conversions and ROI 6) Follower Growth 7) Negative SEO Checks 8) Organic Search Rank Reports 9) Evaluating and Enacting A/B Tests

Editor's Notes

  1. One Cash flow
  2. If you don’t have users or cash. No have no business
  3. -new products, new choices, for more people
  4. Not a bad thing We’re talking humans – which cost but create loyalty Low level isn’t bad especially with technology. But can be bad, as phone jail It affects multiple channels, support, social, events Visiable army
  5. Discovering new beauty products is time consuming and difficult Fashion forward professional women Low
  6. Inbound marketing was expensive and high technical barrier to entry SMB High
  7. Maybe share a company from audience. Three people called.
  8. Where—channel, as well as context within that channel (ads, newsfeed, promoted trends, etc) Who—their relationship with our brand (new to cruise? New to royal? Brand advocate?) When—not just time of day/year, but customer journey
  9. If you don’t have users or cash. No have no business
  10. If you don’t have users or cash. No have no business
  11. If you don’t have users or cash. No have no business
  12. If you don’t have users or cash. No have no business
  13. If you don’t have users or cash. No have no business
  14. If you don’t have users or cash. No have no business
  15. If you don’t have users or cash. No have no business
  16. If you don’t have users or cash. No have no business
  17. Non perfomrnt but protect your brand
  18. Still useful but on limited budget save for blowing up earned media wins
  19. Target niche visuals
  20. Talk about how they will switch for a better deal.
  21. Classically display is not good for start ups
  22. Classically display is not good for start ups
  23. Classically display is not good for start ups
  24. Classically display is not good for start ups
  25. Classically display is not good for start ups
  26. Classically display is not good for start ups
  27. Classically display is not good for start ups