Would you say it’s your closest ally for running your online business? No? You hate it? Yes, of course you do. Just look at this dry and groan-inducing definition: “ROI is the measurement of the value that an investment provides; the amount of return on a particular investment, relative to the investment’s cost.”

Startup companies face one of the most difficult marketing battles any company can face: Getting started. Most businesses, even those that have focused very little on marketing, have a starting place. A basic pool of customers and a brand that at least a few people recognize. As a startup, you’re building awareness and reputation from the ground up. And probably with a small team on a shoe-string budget to boot.

How do you market your startup? Even the best business idea matters little if you can’t effectively get it in front of your audience. That, in turn, requires a carefully constructed marketing plan.