Here is how I would do it.
- Since $3K is not a lot of dough and it must churn to $1m, our scope of options is limited.
- Our business must be internet based since inherently, we must reach and impact A LOT of people with our product/service.
- Our business must use FREE, open source software in our site development with the our capital allocated toward custom applications.
- Our marketing must have a solid affiliate program with decent compensation to encourage affiliate marketers to participate.
- Our product/service must have "sizzle" or a marketing "hook" that is newsworthy. Can be something entirely new, or a new spin on something old.
- Our product must go viral through the use of home grown videos that can be uploaded to video sharing sites.
- Use of social networking sites like MySpace / Facebook to promote and go viral.
- Use of press releases to promote the sizzle.
- Our product/service must have a easy to remember domain name that can be rehashed and vocalized quickly and easily.
- Our website must incorporate upsells and/or other affiliate programs to monetize the site traffic - most popular being Google Adsense.
- The final piece -- finding that product or service that fills a need, or fills an old need, better. Clever marketing (like the pet rock) can take you places and even get you to your goal of $1mm, but its longevity is finite.
There's a guy that started selling vodka -- his hook was "new colorful packaging" -- it was a new spin on something stale and old. All of the techniques above are capable of generating great traffic, without spending a dime on CPC or Banner advertising.