The Role of Customer Acquisition Strategy in the Growth of Startups

Abstract

This thesis outlines a systematic approach to developing a customer acquisition strategy for a case study start-up. It emphasises the integration of inbound marketing principles, the creation of a detailed buyer persona, the mapping of the customer journey, the implementation of lead generation processes, and the establishment of an efficient implementation plan. The research aims to provide valuable insights and practical recommendations to optimise customer acquisition activities, enhance market visibility, and support sustainable growth for start-ups in a competitive business environment. Through a combination of theoretical frameworks and practical applications, the study offers a structured roadmap for businesses to attract and retain customers effectively, ultimately fostering long- term success and growth