When a technologist or developer looks at customers using their products, they recognized the commonality between the customers based on the features of the product that are being used, however, the customer values the product based on the Problem that it solves for them and their company. Why is this important? Technical startups are founded …
Target Market Segmentation by Problem Solved Vs Features Used Read More »
I cannot remember a single startup actively trying to limit its market size by segmenting its market. During a mentoring session with a startup CEO, we were asking about their companies focus. The CEO replied by showing us a slide with the six segments that they were ‘focused’ on. I think focus means ‘one’. Often …
Why do we (startups) resist setting Our Ideal Customer Profile? Read More »
We like to view ourselves as high-level thinking, rational, reasonable beings, but the reality is that we make emotional decisions and then backfill them with logic, always! Psychology is the soft science that explains these systems In operation and how they can be tapped to influence (or manipulate) our behavior and choices. Marketing is the …
We are really just animals with a thin veneer of logic Read More »
We get so engrossed in our products and features that we forget that our prospective customers have an environment and process to acquire new capabilities like ours. Before we start presenting solutions, we need to anticipate what our packaged solution will mean to our prospective customers. The budget authority, the number of other people or …
Startups: Are we making it easy for our prospects to buy? Read More »
Replacing the CEO is the last thing that investors want to face, so it takes a long time to get to that point. The CEO has successfully built a world-class development team and has delivered the product to several customers who are happy and satisfied with the relationship. So what happened? The failure is not …