SubscribeI kid you not
This has got to be the funniest thing I have read in a business plan. An entire section related to 'Gorilla' marketing. As if we didn't have enough to deal with regarding Guerilla marketing, now there's this whole other strategy of Gorilla marketing. Our best interpretation of this new angle is the giant air-filled gorilla advertising a new car sale at the Ford dealer (thank's Alex.) However, American Tourister really pioneered the way in Gorilla marketing with their 1970's luggage commercials featuring two apes and a suitcase. They were at least thirty years ahead of the rest of the marketing world. Chiquita later picked up on this by putting a label on bananas - very slick Gorilla marketing tactic.
'Early Adapters' "We are targeting early adapters of this technology through our beta program." This is wrong for two reasons. First it identifies the writer as someone who never read Crossing the Chasm and thus has no concept of the product lifecycle curve - probably someone I would not want runnig marketing for a tech start up. Second, the last thing you want to do is to make a customer adapt to your product.
"Our fourth marketing tactic is Word of Mouth". Period, that was it. No explanation of how word of mouth was going to be generated. This team used Word of Mouth as a marketing noun - like a Facebook page. In fact, word of mouth should be considered a verb - an action verb. It's the outcome of several other inputs. Oh, sure, word of mouth, someone is just going to spontaneously think of your product and tell someone else and so on and so on and so on.