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I think one of the most important for a startup company is to be known and to get recognized by the prospective customers. The startup company needs to establish good reputation in the market because customers may not buy the company's products if they don't know the features and benefits of the products.
In addition, I think the startup company should first develop competitive products before starting any marketing campaign. If the products are not completive enough or if the products have a few disadvantages; then the customers are most likely to spread negative words of mouth. This would highly discourage new customers to buy the products.
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