“When you don’t have money you get creative”, Sabir Semerkant told me while explaining how The Vitamin Creek drives traffic to its e-commerce Web site. Sometimes, when building a business, not having money is a blessing in disguise. It forces a company to be smart in both product development and marketing. Having too much money allows a company to get a little lazy and pick up bad habits that can be hidden by money.
A successful professional quarterback or pitcher learns and fine tunes proper mechanics throughout high school and college. Similarly, an aspiring start-up needs to start by building a solid marketing foundation on top of which it can run various pay and free marketing initiatives. Build a weak foundation, and the money you spend will not deliver as efficient a return on investment than if you have a solid foundation in place.