Startup companies are faced with limited resources. As such, they must find the most effective way to deploy those resources in order to generate demand for its products or services. This can come from working with an external marketing team or being able to internally develop a creative and effective plan. A successful marketing plan can differentiate a startup and can be crucial to its success. While it is not imperative that the company has a set of marketing programs with a detailed twelve month marketing calendar, management should be able to easily articulate who the target customers are, how many customers exist and how much they are willing to spend, and how the company will find and reach its customers.