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For us a good start was, “Is there one thing you dislike about your current review vendor?” Sometimes we would switch it up to: “Tell us one thing you like”, or “One thing you wish you could do with. A question like, “Have you considered carbon offsets for your business”, is huge and difficult to answer. ‘When I managed to get their attention, it was key to start small with the ask. People like helping people, if you provide value and it’s abundantly clear you have nothing to sell you’re a lot more likely to catch their attention. I wanted to seem like the scrappy person trying to find their way, which I was. Sometimes I’d explicitly say, “I have nothing to sell”. ‘A bit more subtly, I would do outreach with my personal Gmail. There are countless creative ways to add value, it just takes a little time. ‘At Junip, we initially used our previous e-commerce experience to reach out to brands offering personalised recommendations and then asked for some insight on our product. Stuart Arsenault, co-founder of Junip, a product-reviewing app for retail and e-commerce brands based in Ontario. Prospects will find that hard to resist as meeting their peers is a draw on top of the talk.’ Try to do it over breakfast or drinks in a unique venue. ‘Invite the target to an educational seminar to hear one of your customers tell their story. Make the call to action about education, not a sales meeting or a research call. This will get up to 10 times the response of copy and paste. Research each target and handcraft a personal email with a strong subject line. Use LinkedIn, identify the job titles and names of potential targets. They should have short buying cycles and be willing to buy from new entrants. ‘Smaller is better than larger, so you can reach critical mass faster but make sure the segment is very high growth. This is the ‘ideal customer profile’, and this initial target segment should be one where your offer is attractive and you already have some customer traction.
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The parameters could be type of product, company size, public position on the environment, and ownership. Define the parameters of the right brands and create an initial target list of 100 targets with which to experiment. Picking the right brands to target and then getting through to them. Stephen Allott, venture partner at European seed fund Seedcamp, and a scale-up expert based in London.