How do you market your product for a company?

Should we try and raise capital for our yet unlaunched bootstrapped company and products, even though it's an un-sexy product in an unsexy market (that we happen to know well)?

  • Or do we exhaust our savings until the last cent and hope to turn a profit within the first few months of going live? For the past two years we've been working hard on building a product that we think can sustain a business and do well. Both me and my cofounder have more than 5 years of experience in this market, but it is on one side not an attractive or explosive market at the moment, and on the other the competition abundant and aggresive. Both me and my cofounder thought that it was sensible to try and pursue bootstrapping the product for those reasons (and because we assumed we needed traction first as well), but unfortunately the development of the product has taken significantly longer than we thought, and thus it's come to a point where our savings might not last enough to fully market the product and turn a profit. Is it worth it, at all, to talk with VCs and Angels under these conditions, or should we just charge ahead with whatever we can manage to do?

  • Answer:

    Let us simplify this: Customer == Money. You have to either steal customers or make them. Lets imagine that you launch the product; is this product going to generate a new market or at least expand the current size of your 'very aggressive' market? The answer to this question determines whether any capitalist would be interested in investing in your project or no. If you have logical reasons that the product is capable of changing the market in a way that extends your cash flow then there would be enough VCs to help you launch, if you can explain your reasons to them. But if you're trying to enter a very aggressive market without delivering something more than your many competitors (steal the customer), there is a high chance that you will fail. Why would you want to exhaust your savings or even god forbids make a debt for such a risky product? Remember that if you fail to generate a new market or extend the current one or deliver significantly cheaper, better, faster or simpler product you will fail.

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Before you pitch for funding you definitely need to come up with a better description of the market than "unattractive market not growing with lots of aggressive competitors". Having an incomplete product, no customers and no money says to potential investors "this team does not execute well". If you're able to dig your way out of this, don't let your startup get in this position again because it leaves you with no leverage in funding negotiations. You leave investors holding all the aces and in the event you're able to persuade someone to make an offer, they can ask for any valuation they want, and it you need the money, you have no choice but to accept the valuation. So now is not the time for you to raise. Put it in the freezer and go get some contracting work to pay the bills and save a little to complete the product and win some customers later. Sounds like market conditions could only be better then anyway. When you hold at least one ace, that's the time to find investors. To recap those aces again: Kick-ass product No/slow/dumb competitors Acquiring customers and making them happy Team that executes Don't need to raise more money yet

Alan Jones

If you approach angels, it is unlikely you will get investment, with an unsexy product in an unsexy market.  VCs wouldn't be interested at all. You may get vulture style offers from angels with a little money and be forced to give up a big chunk of the company.  You will also waste months trying to raise the funds that you could be using to get your minimum viable product out the door. Have you shown your product to potential customers?  Would they be willing to pre-buy or invest?  That may be your best avenue (and you will get valuable customer feedback).

Larry Poirier

Our product could be described similarly.   The best way I can answer your question is to tell you what we did / are doing. What we did was: 1) researched competitors and mystery shopped those whose features sound closest to our ideas on how to differentiate ourselves 2) conceptually walked through the product's technical design to identify those technical items that seemed most likely to be technically challenging but critical, then did two months of R&D to asses if these were plausible to address 3) did some customer development at friendly firms to "sell" our product 4) did a lot of Q&A posting on various (and appropriate) forums asking about the pain points we planned to solve to see if anyone knew of existing solutions 5) then and only then did we start earnest building.  6) we have actively courting customers for the last month to sign up at full price once the product is live.  We are fully bootstrapped and plan to launch our beta by the end of this month.  All the founders have 20 years of experience.  Why tell you all this? We still plan to raise funds even though we have gotten green signals at each of the above steps. It simply takes a lot more time and money than you would ever expect. Hope this helps.

Mike Allen

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