Company's Gestation Period
"Successful businesspeople are, first and foremost,
salespeople. If you
cannot sell, do not, we repeat, do not start your own company."1
Selling Is Problem Solving
The analysis of market potential separates the inventors from
Venture Financing Funnel
Many good products are never successfully commercialized
because their inventors don't stop to understand the market or assemble
team necessary to capitalize on the opportunity.
The first thing to do is to
research all competitors for the product or service and ask the right
Focus on Emotional Drivers
"If there's already a similar
product or service in the market, why would someone leave a product or
service that they're comfortable with for my product or service that
they don't know anything about?
Is my product or service better,
or is my idea cheaper or of higher quality? Can I convince enough
customers of this to stay in business?
A venture's first strategic
marketing focus should not be end-user customers or, in fact, the commercial
marketplace at all. Especially for launch-stage companies, the first
critical marketing issue is not cozying up to end-user customers. The first
critical issue is being able to
market the venture opportunity to
appropriate sources of funding for the company itself. The most appropriate
initial funding source may be employees, family and friends, third-party
angel investors, a
venture capital fund, a corporate partner, a licensee, or some combination
"Comfort, complacency and
confidence – the "Cs" – spell disaster for an entrepreneurial company1".
Collison’s Axiom of
"‘Selling’ isn’t happening when your company is talking; ‘selling’ happens
when your targeted prospect is talking."
Marketing isn't advertising. Selling isn't the same as marketing.
And advertising isn't selling. But no matter what your company does,
it needs them all – at least in one form or another.
Customer Success 360
Surprise To Win: 3 Strategies
You should always be insecure about your markets, your products
your competition, your legal environment and yourself. There are no final
answers to these questions. You should ask them every day. Develop market
intelligence and get prepared to adapt quickly to market changes. Build
rapport with your customers – if customers are served by someone they
feel instinctively comfortable with, then they will choose to come back.