Over the past ten years, I have had the privilege to work alongside some fantastic founders in bringing their technology products to market.
And even though the economic environment has changed in the last few months, there are still ways in which you can launch successfully.
Change the focus from getting the most reach for your product to finding and engaging customers who share your vision. Your base customer set plays an essential role in your product adoption cycle down the track.
Think of it as inviting people to a private party. Too many weirdos can quickly make it an awkward gathering. Be selective of your first adopters, and everyone will have a good time.
This is where customer or industry segmentation plays a considerable role. Very early on, you decide where you will focus. What this does is not only help you to focus your resources, but it also allows you to be hyper-relevant with your market messaging.
Having a market message that resonates is one of the most significant factors of success when you first go-to-market. A great marketing message does most of the heavy lifting for you, and you spend less time trying to explain what your business does.
Both tinder and Facebook started by just focusing on one university campus before they grew inter-campus and later went mainstream. Tinder had a particular strategy to minimise the stigma that was attached to online dating.
Xero's go-to-market was successful when they started to target accountants, not businesses. Their sales team was looking for accounting firms that got the vision.
Uber segmented their initial market based on high-density city areas at first.
When I work with software and services businesses, we spend a lot of time on segmenting the market.
We then evaluate the top segments based on several variables to identify high-value customers and early adopters.
Sounds like a process but done right your business becomes more relevant, you allocate time more effectively and accelerate revenue generation. It's the foundation of a solid go-to-market strategy.
Segment and find your most valuable customers.
Flavio Hangarter
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PS: Whenever you’re ready, I help clever founders to set up their sales and marketing systems, generate leads and close more sales.
There are numbers of ways I might be of help to you:
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Get guided through the market validation process to help you figure out your market, your product and your business model.
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