@micshasan

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@micshasan1 year ago
These dudes were legit everywhere in 2018. Very impressive. At the same time, the messaging always seemed hollow to me. I assumed that I was in the target market, and they made that very clear, but I never heard why I needed to care about a 'credit card for founders.' Felt more like they had a lot of VC money and wanted to take a market. But apparently it worked!

Startup companies

@samdblond
1/ How Brex went from an unknown company to a h...
1/ How Brex went from an unknown company to a household name among startups (our target market) in a matter of weeks:
...
4/ We tracked in excel which employees, investors, advisors, and friends were sharing the press with their networks and ensured everyone we wanted to post did so. The same day we blanketed San Francisco, where much of our target market was located, with billboards reading:
...
7/ 1) Repetition. A founder might wake up and see our fundraise announcement on social media, on the walk to the office hear an ad for Brex on the SaaStr podcast while passing several Brex billboards, and walk into the office with a bottle of Champagne from Brex waiting for them.
8/ A founder from out of town may come in for SaaStr Annual. When they check in to their hotel the key card to access their room is a Brex credit card, a task rabbit hands them a Brexfast burrito outside the conference, they see our CEO speaking,
...
11/ Most Series A startups can afford everything mentioned in this post except the billboards (which were ~150k/mo for 3 months). The PR was earned. Sponsoring podcasts and events is reasonable and common. Champagne was $50 each to a couple hundred people. Burritos were $3 each.
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