# 035: A 90-Day Advertising Strategy on a Budget with Paul Potratz of The Growth Mindset

- Show: [Product Startup](https://hardwarepodcasts.com/podcast/product-startup)
- Published: 2017-01-10
- Length: 51m
- Page: https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi
- Listen: http://theproductstartup.com/tps035-paul-potratz-growth-mindset/

## Summary

Paul Potratz of The Growth Mindset explains how to build a 90-day advertising strategy on a minimal budget by focusing on benefits over features and validating products through social media engagement. He advises entrepreneurs to use free tools like Facebook groups, Hot Jar, and CRMs to identify target audiences and refine messaging before spending money on paid ads. Potratz emphasizes the importance of building a customer relationship management database early to nurture leads and leverage custom audiences on platforms like Facebook and Instagram.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi#t=0) Introduction: Filip Valica and Paul Potratz
- [4:00](https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi#t=240) Defining Target Audience and Benefits vs Features
- [6:21](https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi#t=381) Social Media Validation and Finding the Tribe
- [14:31](https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi#t=871) Website Engagement Tools: Hot Jar and Chat
- [19:46](https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi#t=1186) Survey Design and Incentives
- [28:25](https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi#t=1705) Brand Positioning and Audience Segments
- [30:13](https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi#t=1813) Budget Allocation: Facebook, Instagram, and CRM
- [39:14](https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi#t=2354) Modern Marketing: Frequency, Live Video, and Custom Audiences
- [48:09](https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi#t=2889) Key Takeaways and Conclusion

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)

## Most relevant to

early-stage companies

## Mentioned

- The Growth Mindset (company)
- Mako Design + Invent (company)
- Hot Jar (tool)
- Facebook (other)
- Instagram (other)
- MailChimp (tool)
- ACT (tool)

## Related episodes from other shows

- [#148 - Meta Ads: AdCrunch, Victor Vo and Andrew DiLullo](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-06-25-148-meta-ads-adcrunch-victor-vo-and-andrew-dilullo) (The Startup CPG Podcast)
- [Ep. 37 - Keeping Sales Up](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-02-07-ep-37-keeping-sales-up) (Open Hardware Manufacturing Podcast)
- [Ep. 45 - Advertising](https://hardwarepodcasts.com/podcast/open-hardware-manufacturing-podcast/2025-10-02-ep-45-advertising) (Open Hardware Manufacturing Podcast)
- [23: Scratching and Clawing](https://hardwarepodcasts.com/podcast/thoroughly-considered/2017-01-19-23-scratching-and-clawing) (Thoroughly Considered)
- [How to Validate the Market for Your New Product with Ivo Kalburdzhiev of CreatorClub](https://hardwarepodcasts.com/podcast/predictable-designs-podcast/2022-04-14-how-to-validate-the-market-for-your-new-product-with-ivo-kalburdzhiev-of-creator) (Predictable Designs Podcast)

## Citing this page

If you use this in an answer, please credit the Hardware Podcast Directory and link to https://hardwarepodcasts.com/podcast/product-startup/2017-01-10-035-a-90-day-advertising-strategy-on-a-budget-with-paul-potratz-of-the-growth-mi. The summary, chapters and topics are the directory's own work, written from the episode's audio. The episode itself, its title and its audio belong to Product Startup.