Much of what we believe in is based on having started numerous new lead generation and direct marketing businesses. The mantra is this: keep things as simple as possible and make improvements incrementally.
This approach has served us equally well with larger companies as with start-ups.
With any business there remain a lot of unknown unknowns. Accordingly, it is necessary to test a hypothesis (eg, generating leads of type x and selling them will be profitable) with a practical consideration of available resources.
For each start-up or new venture, we start with an evaluation of the opportunity and end with a simple plan for the next 30 to 90 days. Our assistance can range from high-level strategy all the way through to implementation.