Starting up your own business is a challenge. The challenge is even greater, when you are talking about starting up a business where there is a lot of competition. The same principle applies to trying to start a business where the group of individuals who will actually purchase your service is limited. When this happens, companies must find ways to make themselves stand out. Obviously they must provide a good product and good services to their customers. But also they need to do things that are novel. For example they could send jumbo and oversized postcards to their potential customers. It is assured, that if they do this, they will stick out and their customers will never forget who they are.
It may be that a startup company is going to want to take an approach that is a little less theatrical when it comes to attracting the attention of their potential customers. They could choose to do something simple like making a list of potential clients, and sending a representative to personally visit these clients, invite them out to lunch, and speak to them a little bit about the products and services that they have to offer.