A White Paper Only Gets You So FarĪfter working as first a journalist and then subsequently a PR rep, marcom specialist, and now a communications strategist for technology companies, I see most startups making the same mistakes. And while those mistakes may not hamper them when everybody and his dog is lining up to throw money at them, there will come a time when they have to market, and they have to market well. What I’ve noticed as I’ve researched ICO startup after ICO startup is how many things they’re doing wrong in their marketing. It sounds kind of shady, but according to the Wall Street Journal, in 2017, 200-odd startups raised over $4 billion via ICO. They’re basically a crowdfunding mechanism to raise capital for startups in the blockchain/crypto space, where investors receive currency or “tokens” in the company in exchange for cash. ICOs are an alternative to venture capital or private equity funding. Over the past month, I’ve been diving deep into the industry, looking particularly at ICOs, or initial coin offerings. Heck, even Paris Hilton knows about them. Anyone not living under a rock for the past year knows that cryptocurrency - like Bitcoin, Ethereum, Ripple, etc.
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