Go-to-Market & Scaling: An Engineering Perspective

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This document discusses go-to-market strategies and scaling from an engineering perspective. It outlines the author's journey from early-stage startups to growth companies. It acknowledges that hyper-growth is rare and most companies must scale through perseverance. When scaling, companies must choose between prioritizing the user experience, technical differentiation, or balancing both. The key is developing a customer-centric culture and empowering engineering teams to tackle go-to-market challenges.

Technology

GO-TO-MARKET & SCALING
AN ENGINEERING PERSPECTIVE
Aleksandar Bradic
CTO, Supplyframe
The Founder Institute
July 22 2020

MY JOURNEY SO FAR
IoT/AnalyticsVertical Search
+ Enterprise
Vertical Search
+ SaaS
ENGINEERING AUTOMOTIVE
REAL ESTATE
TRAVEL
HEALTHCARE
EARLY STAGEGROWTH/MATURITY STARTUP/GROWTH

PERFECT WORLD
MVP SCALE
RESEARCH
POSITIONING
FEEDBACK
PRICING
PROMOTION
GROWTH
PRODUCT-MARKET FITIDEA
CUSTOMER
ACQUISITION
STRATEGY
USER FEEDBACKPIVOT
BUSINESS
ENGINEERING

STARTUP REALITY
MVP
RESEARCH
POSITIONING
FEEDBACK
TRACTION?IDEA
PIVOT
PIVOT
MARKET?
EXPAND
GROWTH
PROMOTION
ADOPTION
MARKETING
DEMANDGEN
CONTENT
PRODUCT
CONVERSION
RETENTION
VALUE
EXPAND
SCALE
CUSTOMER
ACQUISITION
STRATEGY
ITERATE
HYPER-GROWTH IS FOR THE LUCKY ONES.
Everyone else has to make it on perseverance and hard work alone.

ALIGNMENT ISSUES
PIVOT / EXPAND / ITERATE
NOT ENOUGH
RUNWAY
()

UX TECH
PRODUCT
DIFFERENTIATION
PICK ONE

Go-to-Market Scaling
UX FIRST
HUMAN-CENTRIC
PRODUCT DESIGN
RAPID ITERATION
OPTIMIZATION CULTURE
GROWTH ENGINE SUPPORT
DOMAIN
KNOWLEDGE
EMPATHY
CUSTOMER-FIRST MINDSET
STRONG PRODUCT
OWNERSHIP
ACCESSIBILITY
ENGINEERING
DOCUMENTATION
AS-A-UX
UX TECH

UX TECH
TECH FIRST
Go-to-Market Scaling
STORYTELLING
SUPPORT
TECHNICAL
DIFFERENTIATION
DOMAIN
ADAPTABILITY
IP DEFENSIBILITY
TALENT ACQUISITION
& RETENTION
CONFIGURABILITY
WHITE LABELING
INTEGRATION
ENTERPRISE SUPPORT
TEAM SCALABILITY

UX TECH
UX + TECH
Go-to-Market Scaling
CREDENTIALS
SIGNALING
PLATFORM ADVANTAGE
PRODUCT ENGINEERING
MINDSET
DOMAIN EXPERTISE
ENGAGEMENT
MAXIMIZATION
THOUGHT LEADERSHIP
PRODUCT MARKETING
SUPPORT
DOMAIN ADAPTABILITY
HIRING & RETENTION
BEST-IN-CLASS SLAs

TEAM CULTURE
Make hard decisions early.
Give development teams
business agency.
Turn go-to-market into an
engineering challenge.

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Go-to-Market & Scaling: An Engineering Perspective

1. GO-TO-MARKET & SCALING AN ENGINEERING PERSPECTIVE Aleksandar Bradic CTO, Supplyframe The Founder Institute July 22 2020

2. MY JOURNEY SO FAR IoT/AnalyticsVertical Search + Enterprise Vertical Search + SaaS ENGINEERING AUTOMOTIVE REAL ESTATE TRAVEL HEALTHCARE EARLY STAGEGROWTH/MATURITY STARTUP/GROWTH

3. PERFECT WORLD MVP SCALE RESEARCH POSITIONING FEEDBACK PRICING PROMOTION GROWTH PRODUCT-MARKET FITIDEA CUSTOMER ACQUISITION STRATEGY USER FEEDBACKPIVOT BUSINESS ENGINEERING

4. STARTUP REALITY MVP RESEARCH POSITIONING FEEDBACK TRACTION?IDEA PIVOT PIVOT MARKET? EXPAND GROWTH PROMOTION ADOPTION MARKETING DEMANDGEN CONTENT PRODUCT CONVERSION RETENTION VALUE EXPAND SCALE CUSTOMER ACQUISITION STRATEGY ITERATE HYPER-GROWTH IS FOR THE LUCKY ONES. Everyone else has to make it on perseverance and hard work alone.

5. ALIGNMENT ISSUES PIVOT / EXPAND / ITERATE NOT ENOUGH RUNWAY ()

6. UX TECH PRODUCT DIFFERENTIATION PICK ONE

7. Go-to-Market Scaling UX FIRST HUMAN-CENTRIC PRODUCT DESIGN RAPID ITERATION OPTIMIZATION CULTURE GROWTH ENGINE SUPPORT DOMAIN KNOWLEDGE EMPATHY CUSTOMER-FIRST MINDSET STRONG PRODUCT OWNERSHIP ACCESSIBILITY ENGINEERING DOCUMENTATION AS-A-UX UX TECH

8. UX TECH TECH FIRST Go-to-Market Scaling STORYTELLING SUPPORT TECHNICAL DIFFERENTIATION DOMAIN ADAPTABILITY IP DEFENSIBILITY TALENT ACQUISITION & RETENTION CONFIGURABILITY WHITE LABELING INTEGRATION ENTERPRISE SUPPORT TEAM SCALABILITY

9. UX TECH UX + TECH Go-to-Market Scaling CREDENTIALS SIGNALING PLATFORM ADVANTAGE PRODUCT ENGINEERING MINDSET DOMAIN EXPERTISE ENGAGEMENT MAXIMIZATION THOUGHT LEADERSHIP PRODUCT MARKETING SUPPORT DOMAIN ADAPTABILITY HIRING & RETENTION BEST-IN-CLASS SLAs

10. TEAM CULTURE Make hard decisions early. Give development teams business agency. Turn go-to-market into an engineering challenge.

Go-to-Market & Scaling: An Engineering Perspective

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