What Every Founder Should Know About Marketing: Key Takeaways from My DMZ Masterclass
- Natalia Kaplan
- Nov 12
- 3 min read
Updated: Nov 13
This week, I had the opportunity to lead a marketing masterclass at the DMZ in Toronto, one of Canada’s top startup incubators, on a topic that every entrepreneur struggles with at some point: how to build the foundations of effective marketing.
The session, DIY Marketing for the Overwhelmed Founder, brought together early-stage entrepreneurs from across industries who were all asking the same question: where do I even start?
At On Point Agency, we have guided dozens of founders and growing companies through that exact moment when marketing feels like a mysterious mix of design, data, and luck. In reality, it is a learnable system built on clarity, consistency, and understanding your audience.
Here are the top three lessons we covered at the DMZ and the advice I wish every founder knew before spending a dollar on ads or campaigns.
1. Marketing Is a Thinking Exercise, Not Just Promotion
Most people equate marketing with visuals like logos, websites, and social media posts, but the foundation is strategic thinking. Marketing starts with defining who you are, who you serve, and why your work matters.
When founders skip this step, they risk investing time and money into tactics that do not align with their goals. The most successful brands are those that think before they speak and stay consistent once they do.
2. Know Your Audience Like a Character You Wrote
One of the most engaging parts of the workshop was talking about audience definition. I told participants that knowing your audience is like writing a book character or creating a Dungeons and Dragons persona. You need to know the ins and outs of their life: what motivates them, what frustrates them, what they value, and how they make decisions.
This level of understanding changes everything. It helps you see why certain messages land while others fall flat. It gives you a framework for how to speak to your audience, where to reach them, and how to build genuine trust.
When you know your audience this deeply, your marketing becomes focused, authentic, and efficient. You stop wasting money on messages that miss the mark (looking at you, accounting firms, you can put down the cameras and stop learning the latest TikTok dances…)
3. Start Small, Measure, and Adapt
Great marketing is iterative. You do not need a large budget or a full-time team to begin. You need a simple plan and the discipline to review it regularly.
Choose one or two channels where your audience spends time. Test messages, track results, and learn from what works. The key is to treat marketing as an ongoing dialogue, not a one-time campaign.
To help founders get started, I created a free Essential Marketing Checklist for Founders, a PDF starter guide to what you should have as you start your business.
Why It Matters
Founders often underestimate how deeply marketing influences every business decision. Your messaging informs your product roadmap, your partnerships, and even how investors perceive your value.
Starting with clarity saves you from costly pivots later. It is not about doing more marketing; it is about doing the right marketing for the right audience.
Final Thoughts
It was inspiring to see so many founders at the DMZ eager to build meaningful, strategic brands rather than chasing quick wins.
If you are looking for guidance, coaching, or a partner to help make your brand shine, On Point Agency works with startups and established businesses across Canada to build strategies that stand out, scale, and succeed.
Explore our case studies and see how we have helped others grow: see our past work.
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