Lean Marketing with a Female Founder

March 3, 2017

Heard of a lean startup? Now we have lean marketing. Meet Katie Cochran who is the founder of Atlanta Digital Marketing Group (ATL DMG). While not a tech startup, Katie's company serves a vital role is helping our startups tell their story and sell their product. Companies like hers are what help give Atlanta Tech Village a complete ecosystem and you will recognize her methodology.The core idea of lean is to maximize customer value while minimizing waste and Katie believes it is time to apply this concept to marketing for startups. She assists them with their marketing efforts in a conversion centric, data driven, transparent, and efficient way.Learn more about Katie's work and just what it looks like to be a female Founder.

What problem is ATL DMG trying to solve?

I've seen countless entrepreneurs reach the point with their business where they are doing everything and nothing at the same time. When you build your own company you expect to be the sales force, the marketing department, the janitor, the bookkeeper, and every other possible job.There should come a time when you need to offload some of that responsibility. I want to help that person, the person that can't do everything anymore. I want to take care of their marketing so they can focus more of their time on what's most important. That's what Atlanta Digital Marketing Group does.

What do you love most about the startup community?

The buzz! The energy of innovation. I love being in a place that is always vibrating with support and critical problem solving. Everyone wants to do something new because it will "be better this way."

We aren't all trying to save the world but there is so much potential to make it better or easier.

Why did you choose to be an entrepreneur?

I had an idea, and I wanted to make happen, so I did. I have thought about starting my own business for a while but was never sure about the timing. It comes down to a choice to just make it happen. There’s never a great time to take a big risk, sometimes you just have to jump in.

The Village loves female Founders, how do you think we can get more women to be like you?

Stereotypically, women like to plan and perfect an idea before presenting it. We can tend to be more timid about failure. Not every idea will be perfect, so many startups evolve after launch, and that’s ok. I’ve talked to several women that tell me they “want to do what I’m doing, to start their own business.” I ask them, what’s stopping them and they say the “timing isn’t right,” or “maybe next year.”

The timing will never be perfect, the product will never be perfect, you just have to start. It’s ok to fail, it’s not ok to not try.

Any advice for other entrepreneurs?

Know your own strengths and weaknesses. Yes, as an entrepreneur you will live and breath your company and play every part. However, if you aren’t a great salesperson be aware of it and practice, and get advice. If you don’t have a strong head for numbers and money go to someone that does or bite the bullet and hire an accountant. If you need help with your marketing, I know where you are coming from and would love to help. Being a business owner isn’t just about having a great idea, it’s about execution and follow through.

March 3, 2017
Karen Houghton