How to avoid mistakes when launching a startup: recommendations from Aiazhan Kurmanova and Damir Ismailov

Ayajan Kurmanova, marketing tracker for IT startups, Instagram

1. From the very first seconds of the presentation, it is crucial to clearly define the problem that the product solves. For example, if the audience consists of HR professionals, you can cite statistics on high employee turnover, which can reach 70% in the courier services or restaurant business sectors.

2. Support your hypotheses with real-life examples. If you already have clients, demonstrate how your product helped them solve their problems. It is important to clearly explain the benefits for investors: why they should invest right now, what growth prospects the project has, and exactly where the investments will go, whether for marketing, sales, or development.

3. If your startup is related to AI or VR, the visual component plays a key role. Demonstrating a real case study or conducting a test will help better convey the product's value. Consider using a video presentation instead of a traditional pitch deck — this creates an emotional impact and makes the content easier to digest.

4. Investors want to understand how the product will scale. Share who you are already collaborating with and what development prospects exist. You might consider partnerships with delivery services like Glovo or Wolt, or integration with refrigerators and vending machines.

5. For promotion, use media partners, influencer marketing, public groups, targeted advertising, and SEO.

6. Do not forget about networking. It is not enough to simply launch targeted advertising or publish an article. Personal contact plays a decisive role. Participate in offline events, meet market leaders and media representatives. Investors rarely make decisions quickly — interacting with them can be compared to the process of getting to know someone. It is useful to attend forums such as Digital Bridge or Digital Almaty, and participate in startup alleys to present your project to a wide audience.

7. Building brand awareness among end consumers in the B2C segment relies on two approaches.
The first is bold and creative solutions, such as vertical videos, which remain the most in-demand format across all platforms.
The second approach is simple yet effective creatives. These can be static images with text, amplified by large-scale traffic purchases.

Damir Ismailov, tracker for IT and businesses, Instagram

1. Before accepting an offer from a startup, it is important to consider not only the salary and conditions but also analyze the company's potential. You need to study the business direction, demand for the product, and its chances of successful market entry. If the company is in an early stage, you might consider more stable options or wait for its development.

2. When choosing a partner, it is important to study their financial indicators. For example, in a restaurant chain, you can find out the turnover volume and identify potential losses from inefficient processes. This will help you propose specific solutions and evaluate the real benefit of cooperation.

3. If the project is interesting but you have doubts, it is worth contacting people who have already gone through this path. They will help you gain practical insights and avoid common mistakes.

4. When preparing a pitch, it is important to convey to investors what they stand to lose if they do not invest now, and what they will gain in return. It is crucial to clearly outline why the investment is needed, whether for marketing, sales, or product refinement.

5. Targeted advertising on Instagram consistently yields good results across various business sectors. You can also consider Telegram channels as a less costly but effective alternative. The main thing is a strong offer that fully reveals the product's value.

6. Startups fear negative reactions, but at the beginning, it is important to make yourself known to attract attention. You need to formulate the problem in the audience's minds, show yourself as competitive among alternatives, and then convert interest into purchases. This will help strengthen your position and make the business more resilient.