Compared to established companies, startups often have to play by different rules. They are just starting their journeys into the business world and face additional challenges to conquer early on.
One of the biggest challenges is marketing. Because startups have little to no brand recognition and often offer a niche product or service which might be difficult to explain to outsiders, a foray into marketing has to be carefully considered. Whereas other companies may make use of tried-and-true techniques, startups have to be more creative in order to succeed.