French startups are currently going through a crisis marked by an unprecedented bankruptcy rate. With the end of the era of easy financing and strong pressure on profitability, the entrepreneurial ecosystem in France is undergoing a real transformation. Maddyness recalls that between the start of 2023 and May 2024, 5.6% of mature French startups had to close their doors, and 128 of them, according to The Tribunehave gone bankrupt in the last eighteen months. This context reflects rigorous natural selection, fueled by tight investment criteria. In an increasingly tense market, visibility becomes an essential strategic consideration to survive and attract the attention of investors and consumers.
The importance of press relations from the start
To succeed in this competitive environment, startups must quickly make themselves known. Contrary to popular belief, waiting for the “perfect moment” to initiate a press relations strategy can be a fatal mistake. Often, entrepreneurs implement communication strategies late, focusing first on product validation. However, not communicating early means losing the opportunity to build an image, master your storytelling and shape market perception. The press helps build legitimacy and structure the story around the company, essential elements to capture attention and create differentiation in a market where 70% of startups fail between two and five years after their creation.
Position yourself in a saturated market
Even if the economy is not looking good, the fact remains that in the first half of 2024, the French market saw 413 fundraisings for a total of 4.3 billion euros according to a published barometer by EY. In this context, it is no longer enough to offer an innovative product; startups must stand out. Press relations and storytelling from day one make it possible to structure regular and targeted communication, promoting each stage of growth – first results, partnerships, key recruitments or product developments. This can prevent a startup from remaining in the shadows and allow competitors to capture market attention.
The importance of storytelling for success
For a startup to control its image and media impact, it is essential to initiate targeted communication from the start, by structuring its announcements and adapting to the stages of growth. Communication is not limited to describing a product, but consists of telling a story and transmitting a vision. This storytelling, when well orchestrated, can support the startup's notoriety and transform each success into strategic leverage.
In short, in an increasingly demanding and competitive ecosystem, success no longer depends solely on the product or technology, but also on the company's ability to build notoriety and capture the attention of the public and customers. investors from the first days.
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