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Startup PR
That Works
USING "BREADCRUMBS"TO ESTABLISH
THOUGHT LEADERSHIP AND
ACCELERATE GROWTH
email me: chikodi@moonshotpr.com
Chikodi Chima Founder of Moonshot
Former staff reporter at VentureBeat & TNW
Helped startups raise more than $400M
Clients are regularly featured in:
TechCrunch
Fast Company
Bloomberg Businessweek
VentureBeat
Business Insider
Why Do
Startups
Need PR?
Why Do
Startups
Need PR?
BRAND BUILDING
PR enhances executive profiles and attracts
talent to the organization
SIGNALING
PR signals investors, strategic partners and
potential acquirers
CUSTOMER ACQUISITION
PR done well is an important marketing
channel for driving sales
When Is
PR A Bad
Idea?
When Is
PR A Bad
Idea?
NO BANDWIDTH
No point person to drive messaging, respond
to inbound interest
NO PRODUCT/MARKET FIT
PR can't polish a turd
NO STORY
You can't articulate a reason why anyone
should care about your company/product
What Are
Breadcrumbs?
What Are
Breadcrumbs?
BREADCRUMBS ARE THE WORDS
AND IDEAS YOUR CUSTOMERS
USE TO COMMUNICATE THEIR
PAIN
Breadcrumbs express belonging 
Why Use
Breadcrumbs?
Breadcrumbs help you follow ideas to an
audience where you can be a customer
champion
Breadcrumbs allow you to maintain
relevance and grow your media footprint
when your startup is not generating its
own news
Finding Your
Breadcrumbs
Proper Nouns
Pending Legislation
Product Lines or Services
Jargon
Case Study Atrium is the tech-enabled law firm for
high-growth companies.
Founded by Justin Kan, former Y
Combinator partner and  co-founder of
Twitch
Atrium has raised $75M, 500 clients
and employs nearly 200 people in less
than two years
JUSTIN KAN 
Too many articles across topics
TWITCH 
Audience for Twitch is too broad post-
acquisition by Amazon
CRUISE AUTOMATION 
Unproven technology relevant to
reporters who cover early-stage
innovations. Daniel Kan co-founder.
Breadcrumbs
Case Study
Flow Kana is the top-selling cannabis
brand in California
Flow Kana recently raised $125M Series
B--the largest cannabis funding in the
US
PRIVATEER HOLDINGS 
Newsworthy investment of $80M from
PayPal founder prior to launch
EAZE 
Well-funded startup offering on-
demand delivery with major ambitions
Breadcrumbs
Questions?
Schedule your free 45-minute PR Audit today
Email: Chikodi@moonshotPR.com
THANK YOU!

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Startup PR That Works: Using Breadcrumbs to Establish Thought Leadership and Accelerate Growth

  • 1. Startup PR That Works USING "BREADCRUMBS"TO ESTABLISH THOUGHT LEADERSHIP AND ACCELERATE GROWTH
  • 2. email me: chikodi@moonshotpr.com Chikodi Chima Founder of Moonshot Former staff reporter at VentureBeat & TNW Helped startups raise more than $400M Clients are regularly featured in: TechCrunch Fast Company Bloomberg Businessweek VentureBeat Business Insider
  • 4. Why Do Startups Need PR? BRAND BUILDING PR enhances executive profiles and attracts talent to the organization SIGNALING PR signals investors, strategic partners and potential acquirers CUSTOMER ACQUISITION PR done well is an important marketing channel for driving sales
  • 5. When Is PR A Bad Idea?
  • 6. When Is PR A Bad Idea? NO BANDWIDTH No point person to drive messaging, respond to inbound interest NO PRODUCT/MARKET FIT PR can't polish a turd NO STORY You can't articulate a reason why anyone should care about your company/product
  • 8. What Are Breadcrumbs? BREADCRUMBS ARE THE WORDS AND IDEAS YOUR CUSTOMERS USE TO COMMUNICATE THEIR PAIN Breadcrumbs express belonging 
  • 9. Why Use Breadcrumbs? Breadcrumbs help you follow ideas to an audience where you can be a customer champion Breadcrumbs allow you to maintain relevance and grow your media footprint when your startup is not generating its own news
  • 10. Finding Your Breadcrumbs Proper Nouns Pending Legislation Product Lines or Services Jargon
  • 11. Case Study Atrium is the tech-enabled law firm for high-growth companies. Founded by Justin Kan, former Y Combinator partner and  co-founder of Twitch Atrium has raised $75M, 500 clients and employs nearly 200 people in less than two years
  • 12. JUSTIN KAN  Too many articles across topics TWITCH  Audience for Twitch is too broad post- acquisition by Amazon CRUISE AUTOMATION  Unproven technology relevant to reporters who cover early-stage innovations. Daniel Kan co-founder. Breadcrumbs
  • 13. Case Study Flow Kana is the top-selling cannabis brand in California Flow Kana recently raised $125M Series B--the largest cannabis funding in the US
  • 14. PRIVATEER HOLDINGS  Newsworthy investment of $80M from PayPal founder prior to launch EAZE  Well-funded startup offering on- demand delivery with major ambitions Breadcrumbs
  • 16. Schedule your free 45-minute PR Audit today Email: Chikodi@moonshotPR.com