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What’s the most important thing a startup must have to reach mainstream?
On the plane to NYC this past weekend, I sat next to a man who works for HP. I really enjoyed our discussion about careers, technology and working for yourself vs. working for "the man". We talked about the Web and when I mentioned a bunch of the new players, he didn't know any of them. And I can't blame him. So many in the IT, Tech, Web sectors don't get the "new Web". No matter what you call it, new web, web 2.0, social networking, etc., most still don't get it. They know the players that made it through such as MySpace, YouTube, etc. But ask about Twitter, GrandCentral, etc. and mums the word.
I think the most important thing a startup needs is a good marketing and PR plan. I have watched many tangible products go bust over the past 15 years because of poor or no marketing and now I am watching something similar happen online. There are so many great products and services around today that can capture the small niche of Web 2.0 but the key is getting out to the mainstream. Most of the apps today are playing A level ball, we need to get them to AAA level and then on to the pros. No one would know Derek Jeter if he never made it past high school baseball.
Do you agree? If not, what do you think is the key to a startups success? Leave out having a great product since that is a given.
Over the next week, I will post thought starters for you to use and think about as you sit in team meetings. And don't worry, I know that most have no (or very small) budgets.
"Build it and they will come" works about .000000000000000001 of the time, so let's raise that percentage by taking advantage of the tools out there for marketing and public relations. And naturally the feed will have all of these posts so jump on it!
I guess if I really knew, I’d already be rich. However, I’m going to go with passionate users. If you can inspire your users to be evangelists of your product, they’re going to tell their friends. With numbers on your side, you’d have to be a moron to lose. (I’m looking at you, craig@craigslist)
How do you make someone a fan of your work, though? There’s a million tips over at Kathy Sierra’s blog, for starters. Usability is a big one. I’m talking about getting out of the users way and letting them get from point A to point B without thinking of your product, just what they want to accomplish.
There are a lot more…
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Wacky Labs — This is supposed to look like a sig!
right place, right time. so many of the successful startups have been there on that one.
I’ve sat here in The Valley over the last two years and watched as everyone falls over themselves with excitement about web apps that only the people on the very cutting edge use. The problem is that those on the cutting edge are the ones that move on the quickest.
One question that every business plan seems to forget about is “Will it play in Peoria?” I’m not saying that it has to be known by a farmer in Iowa, but not until an accountant in Dallas is using it, it’s not really mainstream, regardless of what the press release tells you. It’s very easy to get caught up in our own hype here without realizing that no one else really gives a damn.
Marketing is everything, at least once you have the product created. We are working on our marketing plan now, but wanted to get the site up and running with some users first, to work out the kinks. We are truly playing Rookie ball now, hoping to get called up to at least A ball.
I think most startups need to solve a problem that the mainstream has (and most of them don’t)… Many startups either aren’t solving a problem, or are solving a problem that is unique to the “early adopter” crowd. Web 2.0 stuff just isn’t relevant to the rest of the world. There isn’t a sales and marketing plan in the world that will drive a product into the mainstream if it doesn’t speak to a need (either a “real” need or an emotional one).
But, as Guy Kawasaki says, skate to where the puck is GOING to be. I think the hope is that the these products will serve a problem that the mainstream WILL have.
Allen, I think your point about marketing/PR is a good one. But I’d expand it to include SALES. At the end of the day (unless you are building to flip), you need to close deals. Whether it’s a $50k enterprise product, a $2 widget, or a $1k/month slice of ad inventory, you need to have a sales pipeline (which often starts with PR and Marketing).
Allen, you make a good point about the importance of PR. My firm has launched dozens of tech startups over the last 14 years. I’m constantly surprised by the large number of techies who fail to understand or appreciate the role of good PR in launching and sustaining a company.
Good PR helps:
1. articulate a message that resonates with customers
2. generates press coverage that drives sales leads and sales
3. attract partners
4. create market leadership
5. render competitors less relevant
6. attract investors at favorable valuation
7. maximize exit valuations.
For the less enlightened tech startups who shun PR, there’s an attidute of “build it and they will come.” While this is true within the core of the tech community, to truly reach beyond the TechCrunch geek crowd into the mainstream, a startup needs to get media coverage in trade publications (if the product is B2B) and mainstream media such as newspapers, magazines, blogs, and broadcast radio/TV.
I often run into Web 2.0 startups that believe they can succeed based on viral marketing alone. Unfortunately, not every company can have the same viral power of Hotmail, Facebook or Skype.
Yes, it’s possible to succeed without PR. Smart entrepreneurs recognize, however, that good PR acts as a catalyst – a multiplier if you will – that helps startups break away from their competitors and achieve their fullest potential.
I’m a firm believer in the importance of good PR and strong marketing online while my business partner possesses the old school “build it and they will come” mentality.
This results in much butting of heads and strategy disagreements…