Startup Strategy: How to getfast traction while selling the big        vision to investors              … or …How to focus...
Andris K. Berzins   •  Stanford during      dotcom boom   •  Bain & Company   •  12 years building tech      startups   • ...
The weapon of choice for            most startups@akberzins
Why?              Fear of investors@akberzins
The dreaded question:              “How big is the market?”@akberzins
But investors buy  1. Team  2. Traction  3. Market potential@akberzins
Traction   • Reduces market risk   • Proves team@akberzins
Market size is              hypothetical                potential@akberzins
Why focus?       Limited      resources@akberzins
The risk of not focusing enough@akberzins
What to do?@akberzins
Laser-like focus on a niche …   but keep whole market in view@akberzins
Find customers              that will buy the              minimum Minimum              Viable Product              … as s...
Example: VitalFields@akberzins
B2C: Pick aspecific target  user group     @akberzins
B2B: Look               for a short              decision cycle@akberzins
Find specific product        features for this niche            and build them@akberzins
Find the specific        marketing channels to           reach the niche@akberzins
T to users. alk Personally.@akberzins
Focus on fewer, returning,    paying, satisfied users@akberzins
Rapid learning              and iterations@akberzins
Then pick the next@akberzins                closest niche
Avoid big              partners                and              resellers@akberzins
Create arguments  why potential  market muchbigger than initial      focus@akberzins
Exceptions:              Platform plays@akberzins
Exceptions: Infrastructure &Partner dependency   @akberzins
So what to do tomorrow?              FOCUS@akberzins
Thanks!            Andris K. Berzins    @akberzinswww.techhub.com/riga
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Talk at Login Conference 2012 on startup strategy

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My presentation at the Login Conference entitled:

Startup Strategy - How to get fast traction while selling the big vision to investors … or … How to focus on the trees while selling the forest.

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Talk at Login Conference 2012 on startup strategy

  1. 1. Startup Strategy: How to getfast traction while selling the big vision to investors … or …How to focus on the trees while selling the forest Andris K. Berzins / @akberzins Login Conference 2012
  2. 2. Andris K. Berzins •  Stanford during dotcom boom •  Bain & Company •  12 years building tech startups •  Startup mentor@akberzins
  3. 3. The weapon of choice for most startups@akberzins
  4. 4. Why? Fear of investors@akberzins
  5. 5. The dreaded question: “How big is the market?”@akberzins
  6. 6. But investors buy 1. Team 2. Traction 3. Market potential@akberzins
  7. 7. Traction • Reduces market risk • Proves team@akberzins
  8. 8. Market size is hypothetical potential@akberzins
  9. 9. Why focus? Limited resources@akberzins
  10. 10. The risk of not focusing enough@akberzins
  11. 11. What to do?@akberzins
  12. 12. Laser-like focus on a niche … but keep whole market in view@akberzins
  13. 13. Find customers that will buy the minimum Minimum Viable Product … as similar as possible …as easy to access as possible@akberzins
  14. 14. Example: VitalFields@akberzins
  15. 15. B2C: Pick aspecific target user group @akberzins
  16. 16. B2B: Look for a short decision cycle@akberzins
  17. 17. Find specific product features for this niche and build them@akberzins
  18. 18. Find the specific marketing channels to reach the niche@akberzins
  19. 19. T to users. alk Personally.@akberzins
  20. 20. Focus on fewer, returning, paying, satisfied users@akberzins
  21. 21. Rapid learning and iterations@akberzins
  22. 22. Then pick the next@akberzins closest niche
  23. 23. Avoid big partners and resellers@akberzins
  24. 24. Create arguments why potential market muchbigger than initial focus@akberzins
  25. 25. Exceptions: Platform plays@akberzins
  26. 26. Exceptions: Infrastructure &Partner dependency @akberzins
  27. 27. So what to do tomorrow? FOCUS@akberzins
  28. 28. Thanks! Andris K. Berzins @akberzinswww.techhub.com/riga
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