In our class of IETECHSTARTUP by Prof Enrique Dans of IE business School, we recently had a special guest. Gabriel Aldamiz-echevarria is the founder of Chicisimo. He had worked at IE in the PR Department. He later co-founded Strands, and was in charge of PR. Even with Chicisimo, he is handling PR. He talked on the topic of how to manage public relations and media.
He emphasized that the overall user involvement in the product ecosystem is important. It is a good idea to build the community of users of the product. And doing this community early is very important. One critical factor for startup is the low time to move from idea to product. He suggests to start with user experience, and then build functionality on top of it. While building the user community, an entrepreneur should try to understand the user, and be ready to take feedback to improve the offering.
In case of corporate entrepreneurship as well, the PR and media plays a very important role. Whether the product is offered by a new startup, or by a new division within an existing company, the importance of building an active user community is very important. A corporate entrepreneur may get some minimal help from corporate PR department. But still, most of the work needs to be done by the person driving the product. The corporate entrepreneur should also take care of the user experience factor, as that will decide the success or failure of the product offered by the division within the larger organisation.
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