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.

Technologie Wirtschaft & Finanzen Business

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
Andris K. Berzins / @akberzins
Login Conference 2012

Andris K. Berzins
•  Stanford during
dotcom boom
•  Bain & Company
•  12 years building tech
startups
•  Startup mentor

@akberzins

The weapon of choice for
most startups

@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

Laser-like focus on a niche …
but keep whole market in view

@akberzins

Find customers
that will buy the
minimum Minimum
Viable Product

… as similar as
possible

…as easy to
access as possible
@akberzins

B2C: Pick a
specific 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

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 much
bigger than initial
focus

@akberzins

Exceptions:
Infrastructure &
Partner dependency
@akberzins

So what to do tomorrow?

FOCUS

@akberzins

Thanks!

Andris K. Berzins
@akberzins
www.techhub.com/riga

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