I just read ‘Need More Time’? Guideposts For Tech Founders Going To Market When No Market Exists which is full of great tips for what they call ‘pre-chasm’ enterprise startups. The term ‘pre-chasm’ is a nod to Geoffrey Moore’s 1998 classic Crossing the Chasm and refers to companies that may have sold to early adopters, but haven’t yet found a way to sell to the mainstream. Getting sales going in those early years is terrifically challenging and requires great product and great sales. There are lots of common pitfalls that founders fall into and the whole post is well worth a read, but I want to highlight two sections which cover mistakes that in my experience many founders are prone to making.
- Over-value conversations and even deals with large enterprise customers. Here’s how they put it:Surely people paying you money for expertise is a strong signal you’re heading towards product-market fit? The twist is: In much-hyped new technology areas, before there’s a big market, it’s not uncommon for startups to close high dollar PoCs and even some large contracts simply because companies are happy to be educated by startups.This practice is particularly common in fintech.
- Believe that channel partners will accelerate sales. Here’s how they put it:I see this play out in new markets again and again: Pre-chasm enterprise startups throw time and resources at indirect sales channels (including OEMs, etc.) in the hopes that someone else’s sales team can do a better job than your own. Or, assuming it will accelerate sales, they will spend a lot of time with technical or channel partners … [but] rarely will indirect channels for enterprise devote real resources to help push someone else’s product to market. As for VARs, they typically only provide fulfillment in the early days (and if you’re really lucky, deal registration for qualified leads) because they aren’t structured to carry pre-chasm products — i.e., pitching, educating, hiring the right sales force. They’re good at distributing things where there’s already an educated customer base.Nine times out of ten (or more) direct sales is the only way for early stage startups.