PR and Marketing
Bootstrap businesses will need PR and Marketing at some point. How do you know when to start marketing, what are the average ranges of costs, and advice from fellow Bootstrappers?
1. Identify where you are in your company's cycle. As a startup, you should focus on selling your product and getting customer input. To save money, barter for services or do them yourself as best you can. You wouldn't want to spend money in this area before you really develop your customer base.
4. Again, your branding and expenditures in these areas will depend on how many employees and income you have. If you have 1 employee AND are in the Valley of Death, you should spend as little as possible without hurting your image. For those of you in a growth phase, it may be time to expand your image/brand, so the investment is worth it.
Website Design and Programming
2. Sites can range from $1000 on the low end to $25k depending on how advanced the interface is. Expect to spend $2500-3k for a decent site.
Branding and Logo
1. Expect at least $500 for a decent logo. A decent price for full branding would be $3k-5k. Some companies that charge a flat fee of $250-500 with various degrees of success.
2 A true branding company will often charge $5-10k for a total marketing collateral package. This will include logos, stationary, a brand image, design fees, and brochures. Corporate IDs usually range from $5-25k unless you are a mid-cap company or Fortune 500 firm, in which case it would be more expensive.
PR and Marketing
3. Monthly retainers are common, but not required. They're often $2k on the low end to 10k+ on the highend. Ask if the retainer fee includes all costs, such as writing and placement. Retainers below $2k/mo should be suspect.
Elance.com has a list of providers who can do all of these functions, but let's try to support our fellow Bootstrappers!