Wednesday, June 29, 2022

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Sabine Elsässer
Sabine Elsässer is founder and chief editor of the StartupValleyNews Magazine. She started her career at several international direct sale companys. Since 2007 she works main time as a journalist. While that time she learned more about the Startup Scene, what made her start her own Startup Magazine the StartupValleyNews.

Husky Marketing Planner project management tool for marketing planning

Please introduce yourself and your startup Husky Marketing Planner to our readers!
Hi! My name is Peter Desmyttere. I am the founder and CEO of Husky Marketing Planner, a tech startup that developed a user-friendly software to centralize all of your data for marketing planning into a digital tool, visible to all marketing team members. When I’m not working for my startup, I’m a proud father of two, a football fan and a dedicated bass player.

How did you get the idea to Husky Marketing Planner?
Marketing planning is becoming more and more difficult. Marketing has expanded to multiple channels: online and offline ads, but also social media, events. You name it. This dynamic landscape has made it challenging for marketers to maintain structure. We developed Husky from this problem-based approach. In my opinion, marketers are spending too much time on marketing planning organisation, not on the marketing planning itself. That’s what we’re trying to change.

Our tool is designed to gather strategy, your communication plan, projects, tasks, budget, results and notes in one overview, so marketers have more time for “the fun part” of marketing.

How difficult was the start and what challenges you had to overcome?
The start of our product was very challenging. To penetrate a planning tool into a market where Excel is your biggest competitor, you need a lot of courage and resources.

When we finally had our product on point, selling it to marketing teams was another threshold we had to overcome. In the first place, integrating a planning tool requires time and engagement. The biggest part of the time is spent on changing the structure. A planning tool requires a different sort of leadership. Learning to work with the product is easy, but changing people and processes often consumes energy.

What you get back from us, shows that it’s worth it. The biggest advantage is the overview, both at micro level for the marketeer and at macro level for the marketing director. Every team member has full insight, your campaigns are more transparent and syncing is just way easier. Losing time searching for data somewhere deep down your documents folder is now ancient history. The great planning structure makes reporting much easier. This also applies to other departments that are only involved in the sidelines, but can benefit from this information, like sales.

Last but not least: if you’re a marketing bureau, the client will be better informed as well.

Who is your target audience?
No matter how big your marketing team, Husky is of great use. Our clients contain one-man marketing teams to marketing teams of over 50 people. Regarding geography, we are working proactive and locally (in Belgium and the Netherlands). For this, we are combining technology and education. On the other hand, we have several clients from different parts of the world knocking on our door. We meet their needs through inside sales and video training.

What is the USP of your startup?
Specialisation and being easy-to-use. Husky is made from the perspective of a marketeer. Never has a project management tool been designed this way. Apart from that, we are an inspirational tool. This means that we provide an excellent user experience (with content, consulting and training) and marketing communication.

Can you describe a typical workday of you?
As a CEO from a tech startup, there is no typical workday. I’m working in a structured chaos. There is a constant struggle to get some order in the way of working. You want to make your startup into a machine, but the way there is lawless. An important principle to keep in mind is pivoting. You can take decisions, but it only takes one external situation to change everything. You need to be able to anticipate that.This doesn’t mean that there are no building blocks. The sales funnel, outbound sales, my network and content need to be maintained and enforced.

On top of that, a big chunk of my agenda is stacked with team management.

Where do you see yourself and your startup Husky Marketing Planner in five years?
At Husky we have a clear long term goal: we want to market our startup, expand it on a European scale and be the market leader in our niche.

What 3 tips would you give other Startup founders on the way?
Get on your bike. Don’t wait until your processes, product, sales and marketing are perfect. Most entrepreneurs wait too long. Get your idea into the world and learn from your mistake. Feedback is the most valuable information you can get.

Act local, think global. Make everything scalable from the beginning, but anchor it locally.

Don’t focus on the money, but on your clients. Our first goal at Husky is to inspire marketeers, and to keep existing clients happy. A team of one or of twenty marketeers, it doesn’t make a difference to us. When revenue starts coming, potential investors will eventually knock on your door.

I’ll give you a fourth one for free: Invest as much in sales and marketing as in your product. A lot of entrepreneurs and startups invest all their time and money in optimizing their product. Investing in sales and marketing is vital, in order not to lose the market.

More information you will find here

Thank you Peter Desmyttere for the Interview

Statements of the author and the interviewee do not necessarily represent the editors and the publisher opinion again.

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