An excellent article on marketing drawing upon IndiaCo's successful experience
We have focused the article on the following aspects that we think are critical to any incubator, and specifically bring in our own experience in writing this article:
- Institutional marketing for high-growth business incubators - explaining, describing how important marketing strategies are incubators, exploring the concepts of endo-marketing and strategic alliances to position competitively.
- What are the challenges and main difficulties with marketing strategies for incubators?
- What, on the other hand, are the returns and benefits, positive externalities, etc of a well-thought marketing plan for incubators and their clients?
In most developing countries’ incubators, marketing is still is one of those painful things not dealt with properly and aggressively.
We have highlighted the experience from our perspective and discussed this from our experience at IndiaCo (in India and abroad).
Acknowledgments
Author Rahul Patwardhan, Vice Chairman and Managing director, IndiaCo Ventures (P) Limited. www.indiaco.com
The author wishes to acknowledge contributions from Natasha Sharma, Associate Director Venture development, IndiaCo Ventures (P) Limited and IndiaCo for allowing us to write this article draw on the IndiaCo experience.
Marketing a Business Incubator - IndiaCo case [pdf, 105 KB]