Strategy, Storytelling, and Support: Yuliya’s Recipe for Startup Success
Hey there, this is Emily from Red Brick. Welcome to our “Mentor Stories” series, where we celebrate and showcase our mentors who are a big part of how we support startups in Red Brick Accelerator. We hope you enjoy reading them!
Yuliya Salorenko is a B2B marketer by day and a public speaker by night. Currently she is a senior B2B marketing consultant at The F Company, helping large Finnish and Swedish corporations build and execute their marketing strategy. In addition, Yuliya is a TEDx speaker, and runs a side business in startup coaching, facilitation, workshops on personal branding, LinkedIn and public speaking.
The ability to see the bigger picture and connect with others allows Yuliya to help startups develop strong, effective marketing strategies. This perspective has enabled her to create and coach marketing strategies that are authentic and impactful in her workplace and in the startup world and beyond. Her ability to break down complex marketing concepts into simple, actionable steps has made her a sought-after speaker and educator. We sat down with Yuliya to discuss startup marketing, mentoring, coaching, and everything in between.
Yuliya’s interest in marketing began early in her career when she discovered that marketing is all about understanding people and building relationships.This skill has been a cornerstone of her success as a mentor and marketer. “I’ve always had a knack for understanding people and what drives them,” Yuliya shares, reflecting on her journey. She quickly recognized that many startup founders struggle with marketing and business strategy, most often because they are so focused on developing their products or services that they overlook the importance of reaching their target audience effectively. Marketing is not just about promoting a product, but about telling a story that resonates with people.
“Marketing is about understanding your audience and connecting with them in a way that speaks to their needs and desires, problems, and pains,” Yuliya explains.
One of Yuliya’s key philosophies is that every business is unique and requires a personalized approach to strategy. She believes that there is no one-size-fits-all solution when it comes to marketing and business growth. “There’s no cookie-cutter approach to success,” Yuliya emphasizes. “Every startup has its own challenges, goals, and target audience, so it’s crucial to tailor the strategy to fit those specific needs. However, it’s crucial to remember that Strategy and Structures remain, Tactics and Tools change.”
Yuliya’s approach to mentoring involves taking the time to listen to the founders she works with, understanding their vision, and identifying the unique challenges they face. She recalls working with a tech startup that was struggling to communicate the value of its complex product to customers. By breaking down the product’s features into simple, relatable benefits, Yuliya helped refine its messaging, which led to a significant increase in customer engagement and sales.
“Focus on the Why (product value props), rather than the How (product features)”
Another example is a wellness startup that Yuliya worked with. The founders were passionate about their product but were having trouble standing out in a crowded market. Yuliya worked closely with them to develop a brand story that highlighted their unique approach to wellness, focusing on the founders’ personal journey and the values behind the brand. The result was a strong brand identity that set the startup apart from its competitors.
The Importance of Balance
Beyond her marketing expertise, Yuliya is also a skilled coach who understands the pressures of starting and running a business. She uses her coaching skills to help founders stay focused, motivated, and resilient. “Being a founder is tough,” Yuliya acknowledges. “There are so many ups and downs, many hats a founder needs to wear, and it’s easy to get overwhelmed. That’s why I emphasize the importance of self-care and maintaining a healthy work-life balance.”
She often reminds founders that the success of a startup is closely tied to their own well-being. “You can’t pour from an empty cup, you need healthy founders to build healthy companies ” she says, highlighting the importance of founders taking care of themselves in order to effectively lead their businesses. She coaches founders on time management, stress reduction, and the importance of setting realistic goals. By helping them maintain balance, Yuliya advises that they are in the best possible position to lead their startups to success.
In her workshops familiar to every founder participating in Red Brick programs, Yuliya often discusses the importance of understanding your customers and creating value for them.
“It’s not just about selling a product,” she explains. “It’s about creating something that genuinely improves the lives of your customers.”
The customer-centric approach is a recurring theme in Yuliya’s work, something she encourages all founders to adopt in their pitching, marketing and product development. Many of the founders speak highly of her ability to inspire and empower them.
Better Forward Than Perfect
Looking to the future, Yuliya wants to remain committed to helping startups grow and succeed. She is constantly learning and adapting to new trends, ensuring she stays at the forefront of her field. “The world is changing fast, especially in the startup space,” Yuliya notes. “Founders need to stay ahead of the curve if they want to succeed.”
Her dedication to continuous improvement mirrors the advice she gives to her clients: to never stop learning and improving. Whether it’s exploring new marketing technologies, studying emerging consumer trends, or refining her coaching techniques, Yuliya looks for ways to enhance her skills and provide even more value to the founders and entrepreneurs she works with.
In essence, Yuliya is a mentor, marketer, and coach who combines deep expertise with genuine care for the people she works with. Her ability to guide founders through the challenges of starting and growing a business has made her an invaluable resource in the startup community. Through her work, Yuliya continues to inspire and empower the next generation of startup teams, helping them turn their visions into reality.
Yuliya’s journey is a testament to the power of understanding, empathy, and tailored strategies in achieving business success. As she continues to mentor and coach, there is no doubt that Yuliya will remain a driving force in the startup world, helping countless more founders navigate their way to success.
Red Brick is thankful for professional and experienced mentors such as Yuliya, who is instrumental in coaching and mentoring our early-stage startup teams. We thank Yuliya for her insight and for helping our teams grow and succeed. 💚Has this inspired you to mentor a startup team? Get in touch, we are always looking for new mentors to join our family!