Not too early for comms

One of the most damaging myths in start-up land is this: “We’ll think about marketing and comms when we’re ready.”

Usually, “ready” means a public launch, a funding round, or the moment there’s finally “something to shout about.” Until then, founders focus on building the product and assume marketing can wait.

Here’s the problem: by the time you think you’re ready, you’ve already missed opportunities to shape how investors, talent and potential customers see you.

In tech and fintech, where competition moves at breakneck speed, communications isn’t about blasting announcements. It’s about building a foundation, so that when you do have big news, people are primed to care.

What “too early” actually looks like

It’s true – if you’re pre-product, you don’t need an agency churning out press releases. But that doesn’t mean you can’t start:

• Defining your narrative: what problem are you solving? Why now? Why you?
• Honing your messaging: how do you explain what you do to investors vs. potential hires vs. journalists?
• Building founder visibility: engaging early on LinkedIn or other relevant communities plants the seeds for future engagement?

These aren’t high-budget activities – they’re strategic groundwork.

The cost of waiting

When start-ups delay comms, they often find themselves scrambling later. Suddenly, they’re rushing to update a website, align team messaging, secure media interest, and build investor confidence all at the same time.

The result? Mixed messages, missed opportunities and in some cases, a weaker valuation because the market doesn’t yet see you as credible or known.

Early-stage comms done right

Strategic early comms isn’t about constant noise. It’s about momentum. That means:

1. Consistent story: everyone in your team can explain what you do in the same clear, compelling way.
2. Reputation signals: you have proof points (partnerships, speaking slots, pilots) ready to amplify.
3. Relationships in place: journalists, analysts and influencers already know who you are before you pitch them.

At Rowntree², we help tech and fintech start-ups get going at just the right time – putting the narrative and structures in place long before the spotlight hits.

Because by the time you think you’re ‘ready’, it’s often too late to start shaping the story. And in fast-moving markets, you can’t afford to play catch-up.