Super helpful breakdown. I wonder if there is any accepted wisdom on what proportion of budget of should go on each? Or does it just depend completely on the company and stage.
There's heaps of data on what this should look like for companies at scale, by industry, but not a great deal available on how this works for start-ups and scale-ups. My guess is that it skews more towards DR and slowly rebalances towards brand – if you're not hitting short term goals then you want make it through the year. I think Yonder is around 50/50 at the moment with a goal of getting to 80/20 brand over time.
Super helpful breakdown. I wonder if there is any accepted wisdom on what proportion of budget of should go on each? Or does it just depend completely on the company and stage.
There's heaps of data on what this should look like for companies at scale, by industry, but not a great deal available on how this works for start-ups and scale-ups. My guess is that it skews more towards DR and slowly rebalances towards brand – if you're not hitting short term goals then you want make it through the year. I think Yonder is around 50/50 at the moment with a goal of getting to 80/20 brand over time.
Howdy ðŸ¤
Absolutely love this post, thanks for writing it Tom!!!
There’s a great book called Future Demand by James Hurman that makes this relatable for startups.
Also, this might be helpful (shameless plug), check out the brand vs performance calculator on Tracksuit’s website: https://www.gotracksuit.com/au/blog/tools-and-templates/brand-budget-calculator
I'll allow one shameless plug on here. Hope you've used it wisely.
Not at the moment, but likely again next year!