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Project Grow

How to Create Pre-Launch Buzz

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Getting a startup off the ground is just the beginning. Growing a business is the next step. In Season 2 of Project Grow, we talk to entrepreneurs at New York's In Good Company coworking space as they meet the challenges.

Marissa Lippert, who's run nutritional consulting business Nourish for six years, recently decided to open a brick-and-mortar shop selling prepared food. She wanted to build buzz about the store before it opened, primarily to create a future customer base and to raise additional funding. Her solution was to create a profile on Kickstarter, the crowdfunding site, paying a videographer $1,000 for a high-quality video that captured the look and feel of her yet-to-be-built store. She also began a social-media campaign, updating fans and followers on the progress of her space. To keep the momentum up, she's also doing "content marketing," or positioning herself as an expert and writing, blogging and speaking about nutritional topics -- all part of a way to keep her store's name trending. 

In this video, hear her story, plus expert tips.

Project Grow:Season 2

Techie Networking for Women
Motivating Employees to Work As Hard As You
How to Stop Working 24/7
How to Negotiate. . . as a Business Owner

Project Grow: Season 1

How to Get Low-Cost Legal Services
How to Deal With Copycats

How to Create Buzz on No Budget

Starting Lean: Selling a Vision
Hiring on a Shoestring
Can't Code? How to Find a Technical Co-Founder
Three Ways to Get a Niche Product into Retailers
Three Ways to Make Your App Stand Out
Three Ways to Pick the Best Software for Your Startup 

Colleen DeBaise is special projects director at Entrepreneur.com.

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