Every year, entrepreneurs launch about 4.7 million new businesses in the U.S. Not all of these are considered startups, though. A startup, in the broadest sense, is a business in its earliest stage of development. Unlike any new business, like a local coffee shop or boutique, a startup is built to solve a problem in a new way and to scale fast.
Globally, there are about 5.4 million startups up and running today, with the U.S. leading the charge. Silicon Valley, New York City and Boston rank among the leading startup locations in the world.
Food tech startups, which focus on challenges like sustainability and supply chain inefficiencies, are among the fastest-growing startups, while ed tech startups — new companies that use technology to improve education — are starting to slow down.
Across every category, most founders start with their own money, with 78% of founders tapping into their personal savings and income to get started. Others borrow money from family and friends or turn to crowdfunding platforms to raise smaller amounts of money and get the business moving.
However, no matter where startups begin and what problem they want to solve, the odds of success can feel intimidating. Only about 10% of startups reach profitability within five years.
For many startups, the root of the issue isn’t the idea but the marketing. In fact, 56% of failed startups cite marketing problems as the reason they couldn’t break through. The product didn’t resonate, the message didn’t land or the founder simply didn’t know how to connect with the target audience.
That’s why, for startups, anything that builds recognition can mean the difference between fading out and taking off. Promotional products, whether given at pop-up events or community demos, can turn early fans into ambassadors and make a startup stick in people’s minds.
The Demographics Of Today’s Startup Founders
Startups aren’t always launched by guys in their 20s in garages. In reality, 59% of founders are over 40, and the average founder age is 42. More women are also stepping into the founder role. They account for 35% of all startups, up from just 17% a few years ago.
Education varies widely, too. About 3 in 4 founders hold a bachelor’s degree, with far fewer pursuing advanced degrees and only 3% earning doctorates.
While founders come from all kinds of backgrounds, they tend to have one thing in common: They know how to tell their story. Promotional products help them do that, giving their growing teams and early supporters something to rally around.
Age Is The New Advantage
When it comes to startups, experience pays off. One study shows that a 60-year-old is three times as likely to build a successful startup as a 30-year-old. Whether they’re meeting with an investor or a potential client, promotional items like luxe notebooks and drinkware can help them tell their story and make a big impression.
Promo To Attract Startup Talent
Hiring a team is one of the biggest expenses for a startup, typically accounting for around 20% of a company’s total budget. While talent is a major investment, getting the right people on board is critical to a startup’s success.
Two founders can increase the odds of a startup’s success, with 30% more investment, and three times the customer growth rate. Founders can use branded merch like coffee mugs and tech tools to spark conversations with potential talent and get their growing team noticed.
Contractors Are Key For Startups
Many startups rely on contractors to get specialized skills without long-term commitments. Among founders who use contractors, 64% say they do so to expand quickly and 61% say their company is very reliant or reliant on contract talent.
Promotional products can help founders build relationships with these essential contributors. Items like custom mugs and tech accessories show appreciation and keep a startup’s name part of their daily routine.
Promo That Clicks With Gen Z
Gen Z isn’t interested in traditional jobs, with 67% of young adults saying working for someone else is their “worst nightmare.” Their solution? Entrepreneurship. Almost two-thirds of Gen Z plan to start a business in the next three years, and nearly half believe their innovative idea has legs.
Startups can attract this wave of rising founders with promotional products like cozy custom hoodies or interesting desktop accessories. These items help build connection and make an impression on the next generation of entrepreneurs.
Campaign Collateral
The Nova Clutch Tech Organizer keeps every cord and charger in place while showcasing a startup’s commitment to sustainability and organization. Made from recycled plastic, it’s designed with a two-way zipper and a wrist strap for easy access.
HPG / PPAI 110772, Platinum / hpgbrands.com
Startup founders can slip on this Triblend Hoodie during long workdays and late-night brainstorming sessions. This heathered, zip-front hoodie features a modern fit, wrinkle-resistant fabric and a removable label.
Blue Generation / PPAI 174655, Platinum / bluegeneration.com
THE GOODS Recycled Sling makes it easy for founders to showcase their brand anywhere, from coffee meetings to co-working sessions and beyond. This compact, lightweight bag keeps a phone, keys and essentials right at your side.
PCNA / PPAI 113079, Platinum / pcna.com
Founders and teams can jot down ideas and sketch out plans in the Color Edge Journal. This soft-cover journal includes 80 lined sheets, a metallic stylus pen, bookmark, pen loop, elastic band and paper pocket inside the back cover.
Koozie Group / PPAI 114187, Platinum / kooziegroup.com
Every note, doodle and signature becomes a reminder of a startup with the Volos Ballpoint Pen. Its recycled aluminum barrel features a soft rubber finish for a smooth grip. It writes in black ink and features a colorful matte aluminum tip.
Goldstar / PPAI 114031, Platinum / simplygoldstar.com
Startups can put their brand in the spotlight with the Enlighten Light-Up Message Board. Its sleek acrylic design is backlit by an LED light. This promo includes a white liquid chalk pen that wipes clean as well as a USB cable for charging.
SnugZ USA / PPAI 112536, Gold / snugzusa.com
Packaged in a sleek mailer box with shred, the Two-Mug Gift Set helps founders make a strong first impression with potential clients or investors. Each insulated stainless-steel mug holds 12 ounces and keeps drinks hot or cold for hours.
Jornik Manufacturing / PPAI 111065, Silver / jornik.com
Sellers is a California-based freelance writer and former associate editor at PPAI.
