Key Strategies for Business Growth: 10 Steps to Expand and Thrive
This month I discuss effective strategies for business growth, with special emphasis on startups. I cover topics from market penetration to digital transformation. The content will help CEOs and founders develop their own plans to expand and thrive.
Listen to the podcast version of this blog post, an AI experiment.
Photo by Lukas from Pexels.
In case you’re new to the site - I'm John Gauch, a consultant with extensive experience in business operations and growth. I specialize in helping startups implement strategies effectively in both areas. As a hands-on fractional COO, I work with founders and CEOs through each step of the process, tailoring solutions to fit your unique needs and objectives.
Are you looking to elevate your business to the next level? Whether you're a startup aiming to scale quickly or an established company seeking new avenues for expansion, understanding the right growth strategies is crucial. In this comprehensive guide, I will discuss 10 essential steps that can help your business. These strategies have been curated to provide actionable insights and proven methods to drive growth.
1. Market Penetration
Market penetration involves increasing your company's share of existing markets with your product or service offerings. This strategy focuses on capturing a larger portion of the market by attracting customers from your competitors, attracting people who aren’t doing anything but have a problem to solve, or convincing current customers to use more of your product.
To effectively penetrate the market, businesses employ various tactics, such as competitive pricing, enhancing their products, and marketing campaigns.
Early on, at the beginning of your startup journey, you will improve the odds of capturing a market by building a product or service that addresses an unmet or under-met customer problem. Look for people who are struggling with current solutions or frustrated with their options and doing nothing. Design and build a product or service that is better at helping people to make the progress they desire.
Later on, offering promotions, discounts, and loyalty programs are options you can look at to incentivize customers to choose your product over others. Additionally, increasing your advertising efforts to raise product or brand awareness may positively impact your market share. It's crucial to continuously analyze market trends and customer feedback to adapt and refine your specific strategies, ensuring they meet the evolving needs of your target audience.
Read also: Estimating Product Market Opportunity
2. Market Development
Market development is the strategy of entering new markets with your existing product. This approach is for businesses looking to expand their reach and tap into new customer segments. Market development can involve geographical expansion, targeting different demographic groups, or exploring new distribution channels. Startups, creating new to the world products, are by definition entering a new market.
For geographical expansion, companies might consider establishing new sales capabilities in different regions or countries, depending on the demand and cultural fit of their products. Another approach is to identify and target new customer segments that may benefit from your product but have not been previously marketed to. Utilizing online sales platforms can also aid in reaching a broader audience without the need for physical presence. Whether you are a startup or an incumbent company promoting an existing product, market development requires thorough market research to understand the new target market's preferences and potential barriers to entry.
3. Product Development
Product development focuses on creating new products or enhancing existing ones to meet customer needs better. This strategy aims to stimulate growth by offering innovative solutions that address market demands and improve customer satisfaction.
Developing sound customer insights is essential for successful product development. Big companies developing new products might call this “research and development” (R&D). By understanding market trends and customers’ lives, businesses can identify opportunities for innovation. This might involve introducing entirely new products, improving features of existing products, or adapting products for different uses.
Collaboration with customers during the development phase can also provide valuable insights and ensure the final product aligns with their expectations. Ongoing product development will not only help retain existing customers but also attract new ones by keeping your offerings relevant and competitive in the market.
Read also: How to Learn Jobs to be Done
4. Diversification
Diversification involves expanding your business into new markets with new products. This strategy is also pursued to reduce risk by spreading it across different products or markets, ensuring that a decline in one area does not severely impact the overall business.
There are two main types of diversification: related and unrelated.
Related diversification means expanding into a new market with products that are connected to the existing problem your offerings solve for customers. For example, a company that produces high-perfomance running footwear might start offering high-performance running apparel--all connected to readying an athlete for their sport. Unrelated diversification involves entering markets where you solve a different problem for customers, such as a high-performance running footwear company beginning to offer trendy casual footwear.
It is important to consider your company’s current capabilities when making this decision. Does this entail developing a new profit formula, processes, or resources, and what’s the implication of your answer? While diversification can offer significant growth opportunities, it also comes with increased risk and requires substantial market research and strategic planning to ensure successful implementation.
5. Joint Ventures and Partnerships
Joint ventures and partnerships allow businesses to collaborate with other companies to leverage each other's strengths and resources. This strategy can help businesses enter new markets, share risks, and access new customer bases more effectively than going it alone.
In a joint venture, two or more companies create a new entity to undertake a specific project or business activity, sharing profits, losses, and control. Partnerships can range from strategic alliances to long-term collaborations where companies work together while remaining independent. By combining expertise and resources, businesses can innovate faster and achieve goals that might be difficult on their own. Successful joint ventures and partnerships require clear communication, aligned objectives, and mutual trust to navigate the complexities of shared business operations.
Read also: Overlooked Traits of Successful Startup CEOs
6. Mergers and Acquisitions
Mergers and acquisitions (M&A) involve the consolidation of companies or assets. This strategy is often pursued to achieve rapid growth, gain competitive advantage, or enter new markets without the need to build new operations from the ground up.
Mergers occur when two companies combine to form a new entity, while acquisitions happen when one company takes over another. The benefits of M&A include increased market share, access to new technologies, expanded customer bases, and enhanced operational efficiencies. However, M&A can be complex and risky, involving significant financial investment and cultural integration challenges. Successful mergers and acquisitions require thorough due diligence, clear strategic alignment, and effective integration planning to realize the potential benefits fully.
7. Digital Transformation
Digital transformation involves integrating digital technology into all areas of a business, fundamentally changing how you operate and deliver value to customers. This strategy is essential in today's digital age, where technology can significantly enhance efficiency, customer experience, and competitiveness.
Startup companies have the advantage of building their business from a blank page. So they can implement digital practices and processes from the beginning, without replacing existing manual or analog approaches.
Key aspects of digital transformation for more mature companies include automating processes, utilizing data analytics for informed decision-making, and adopting new digital tools and platforms.
For example, implementing customer relationship management (CRM) software can streamline interactions with clients, while leveraging artificial intelligence (AI) can offer personalized customer experiences and predictive analytics. Additionally, shifting to e-commerce platforms can expand market reach and provide customers with more convenient online purchasing options. Embracing digital transformation, and fostering a mindset of continuous innovation and adaptability, may require a cultural shift among some individuals within any organization.
Read also: 50 Top Apps, SaaS Solutions, Services and Sites for Startups
8. Customer-Centric Approach
A customer-centric approach places the needs and preferences of customers at the forefront of business decisions. I also think about this as keeping top of mind the specific problem the company solves for its customers. By focusing on delivering an exceptional customer experience that helps someone make the progress they seek in their life, businesses can enhance satisfaction, build loyalty, beat competitors, and drive growth.
To adopt a customer-centric approach, companies must prioritize collecting and analyzing customer feedback to understand customers better. This can be achieved through various customer discovery or design thinking techniques (from one-on-one interviews to surveys to social media engagement). Businesses must then strive to apply those insights by tailoring products and services to individual customer preferences. Implementing robust customer service practices, such as timely support and proactive communication, can further strengthen customer relationships. By consistently putting customer understanding first, businesses can differentiate themselves in the market and create a loyal customer base that supports sustained growth.
Read also my Medium blog posts on customer discovery techniques.
9. Data-Driven Decision Making
Data-driven decision-making involves using data and analytics to guide business strategies and operations. This approach enables companies to make informed decisions based on insights rather than intuition or guessing, leading to more effective and efficient outcomes.
To leverage data-driven decision-making, businesses need to collect relevant data from various sources, such as customer interactions, market trends, and internal processes. Utilizing advanced analytics tools and techniques, companies can extract valuable insights from this data to identify opportunities for improvement and growth.
For instance, analyzing sales data can reveal patterns in customer behavior, helping to optimize marketing efforts and product offerings. Additionally, data-driven decision-making can enhance operational efficiency by identifying bottlenecks and areas for cost reduction. By integrating data into the decision-making process, businesses can stay agile and responsive to changing market conditions.
10. Sustainability and Corporate Responsibility
Sustainability and corporate responsibility focus on conducting business in a way that is environmentally friendly and socially responsible. This strategy not only helps protect the planet but also enhances a company's reputation and fosters long-term success. In this same vein, companies have a responsibility to support the learning, growth, and development of their team members.
Sustainable practices include reducing carbon footprints, minimizing waste, and using renewable resources. Companies can also engage in corporate social responsibility initiatives, such as supporting community projects, ensuring fair employment practices, and promoting diversity and inclusion. By adopting sustainable and responsible practices, businesses can attract similarly-minded consumers, meet regulatory requirements, and build a positive brand image. Additionally, sustainability efforts often lead to operational efficiencies and cost savings, contributing to overall business growth. Embracing sustainability and corporate responsibility is ethical but also strategic, positioning companies for future success in a world increasingly focused on environmental and social impact.
A Path to Sustainable Business Growth and Success
Implementing the right growth strategies is crucial for any business aiming to expand and thrive today. By thinking about market penetration, market development, product development, diversification, joint ventures, mergers and acquisitions, digital transformation, a customer-centric approach, data-driven decision-making, and sustainable practices, you can improve the odds of your business achieving substantial growth and long-term success.
These 10 strategies provide a comprehensive framework for navigating the complexities of business expansion. They will help you enhance your market presence, innovate continuously, build strong customer relationships, and operate responsibly. Remember though, the key to successful implementation lies in tailoring these strategies to your unique business context and staying adaptable to changing market conditions.
If you’re a startup CEO, founder, or entrepreneur, and you want to chat about evaluating or implementing these strategies and whether I can help, I’d love to connect. Learn about my services and please reach out.
A blogging experiment, this post was written with some help from AI.More Overlooked Traits of Successful Startup CEOs
Last month, I highlighted six under-recognized traits of successful startup CEOs (entrepreneurs, founders) and detailed three in my blog. This week, I cover the next three, including what I mean when I say, “Focus on discovering what is right versus being right--quickly.”
Listen to the podcast version of this blog post, an AI experiment.
Photo by Karolina Kaboompics from Pexels.
New here? I’m John Gauch – a seasoned fractional COO, sales coach and mentor. Over 20+ years, I have applied my growth and operations skills to help dozens of startups, building one high-impact venture to nearly $100M in revenue and a second to exceed that benchmark. I began my career as a tech lawyer in New York City. I developed my expertise in progressive roles in business development, finance, sales, marketing and product, working along the way with companies like Amazon, IBM and Microsoft.
This two-part post is about about critical, often-overlooked traits of startup CEOs (also, entrepreneurs, founders).
In the first post, I wrote how possessing the first three characteristics below is important but not enough to improve your odds of building a successful business.
Creativity and vision.
Passion for the product.
Leadership skills.
Perseverance.
Risk-taking.
Speed.
The following three traits—perseverance, risk-taking and speed—are also commonly associated with startup leaders. Reasonably so, but you must reconsider and expand your understanding of these ideas to be at your entrepreneurial best.
Sometimes, hard work doesn’t get you anywhere.
Challenges and hardships on the entrepreneurial path are inevitable. You do need to be strong and stick with it. Building a startup is an exercise full of uncertainty.
During the Build phase of a startup, there are many unknowns before you achieve product-market fit and solidify your business model. You have a hunch about what might work, but you don’t know with certainty how to reach the desired outcome. You may have it right, sort of right, or completely wrong. Blind dedication to an early hypothesis may get you nowhere.
Rather, you must be resolute and simultaneously open to the possibility that the path forward differs from what you think. Successful startup teams are experts at making unknowns known and reducing uncertainty. In the fastest learning loops possible, figure out what you need to know to solidify your business model. Focus on discovering what is right versus being right—quickly.
Get comfortable with uncertainty over taking huge risks.
You need to be comfortable with some risk if you are building a venture-backed startup or bootstrapped business with similar ambitions. You are taking on a mission into the unknown with many uncertainties after all. So you need to be okay with all that.
But successful entrepreneurship isn’t about gambling or making a single guess, chancing you have it right, and it will all work out.
Entrepreneurs must have a temperament that tolerates uncertainty and a drive to minimize risk—not take risks. Minimize risk by becoming a learning expert. Figure out what isn’t working, what might work, and test it out.
Another way to reduce risk is to carefully steward your resources by raising the capital you need, acquiring early customers and managing how you spend what you bring in. Give yourself and the team as many at-bats (i.e., as much time to learn) as possible.
Make time for what doesn’t seem necessary.
When you ignore or shortchange (or are bad at) the people side of your business, you’ll reduce the odds of your startup succeeding. If the team breaks down, all could be lost. If you succeed, you’ll either create a place where people hate to work or need to spend a lot of time and money later to fix a mess.
Instead, consider the organization a top priority or even your “first product.”
Culture results naturally from what we prioritize and how we do what we do every day. Build the organization daily by simply behaving the way you want the team to act. Be today the way you want the business to be tomorrow.
Remember the four Cs to start if you’re unsure how to do this. (I added one final C to Edgar Schien’s original three). Be curious, caring and committed when interacting with others, and be competent in your work. You’ll create a trusting environment where people want to work that will become self-sustaining.
Read part 1: Overlooked Traits of Successful Startup CEOs.
If you’re curious at all about me or what I do, see how I help startup CEOs, founders and entrepreneurs on my services page.
Overlooked Traits of Successful Startup CEOs
To build a successful startup is hard. Worth it, but hard. It takes a rare combination of skills and abilities. However, we must expand and add some nuance to the traits we commonly associate with startup CEOs and founders.
Listen to the podcast version of this blog post, an AI experiment.
Photo by Dima Valkov from Pexels.
In case you’re new here, I’m John Gauch – a seasoned fractional COO, sales coach and mentor. Over 20+ years, I have applied my growth and operations skills to help dozens of startups, building one high-impact venture to nearly $100M in revenue and a second to exceed that benchmark. I began my career as a tech lawyer in New York City. I developed my expertise in progressive roles in business development, finance, sales, marketing and product, working along the way with companies like Amazon, IBM and Microsoft.
Startup CEOs are incredible—superhuman when at their best.
Building a successful and sustainable business is rare; creating one that also scales to the 10s of millions of dollars in revenue is a feat; building an organization where people thrive and love to work too, well, that’s a hat trick. What’s more, as CEO, you put your integrity on the line in persuading others to join you in this challenging task--when there’s no sure way to ensure the desired outcome.
People often highlight as top traits of startup CEOs (also, entrepreneurs and founders) things like:
Creativity and vision. Yes.
Passion for the product. Yep.
Leadership skills. No doubt.
Perseverance. For sure.
Risk taking. Has to be.
Speed. Of course.
I agree, and I firmly believe there are other related traits that are as (or more) essential to startup CEOs and founding teams who want to succeed.
In this blog post, I cover why the first three items above are important but not enough. See next week’s blog post for a discussion of the final three.
Being visionary and creative means looking backward.
Creativity involves combining different ideas floating around our heads into something new (IdeaFlow), and building a new business is as much about the current day and the past as a vision for the future. Startup CEOs need to be experts at using what you already know and looking backward.
Computer scientist Kenneth Stanley uses the analogy of “stepping stones” when discussing breakthrough innovation.
The successful entrepreneur sees what is about to be possible in the world based on what’s already happened and what’s emerging right now. You see when one missing stone (an emerging social phenomenon or technology, for example) is just appearing, which will enable you to create something for the very first time. I imagine a river with two banks. The stepping stones help us hop, from stone to stone, from one bank to the other. The startup “visionary” sees the constellation of stones snap into place that allows us to build a new-to-the-world, high-impact product and business.
The product is important but secondary.
As a CEO, founder, entrepreneur, you need to be passionate about your business idea and product, and you need to commit to another ideal. You need to be dedicated to understanding the problem that your product solves in your customers’ lives. You need to become the absolute expert in the particular struggling situation that leads a large number of people to seek a better way to get something meaningful done in their lives.
This focus on the problem—over the product—serves as a true north that keeps your business focused early on and avoids straying later. The insights from deeply understanding the problem will make all your other decisions—about what to prioritize in the product roadmap, which go-to-market channels you should pursue, how to talk about the product in sales meetings or marketing, and so much more—obvious. It’s a gift that keeps giving.
Leadership isn’t about being the only star.
Of course, a startup CEO is ultimately responsible for the business. This does not mean you need to do all of the work. Early on, one of your most urgent jobs is showing traction with customers, or once you’ve gotten traction, scaling up.
You should prioritize and focus on the work that only you can do, and if that takes up all of your time, you need to get help with the rest. You need to tap into the ingenuity of other human beings you trust.
I’m not talking about you assigning work and telling people how to do what they are tasked with. I’m talking about delegation where you share the outcome you seek and allow your teammate to choose a path to that destination. This may still require and involve a ton of communication and collaboration across the organization, which is completely fine. You need your team.
Read part 2: More Overlooked Traits of Successful Startup CEOs
To listen to the podcast version of
If you’re a startup CEO, founder or entrepreneur, and I might be helpful in some way, I’d love to connect. Learn about my services and please reach out if that makes sense.
50 Top Apps, SaaS Solutions, Services and Sites for Startups
Startup CEOs and founders are very demanding when it comes to the tech they use to run their businesses. They have high expectations. They should, too. See how this list of apps, SaaS solutions, services, and sites lines up with your tech stack and hopefully get some new ideas for what to add or switch. Updated November 20, 2024.
Photo by Magda Ehlers from Pexels.
I hope you find this list helpful - I'm John Gauch, a consultant with extensive experience in business operations and growth. I specialize in helping startups implement both strategies effectively. As a fractional COO, I work with founders and CEOs through each step, tailoring solutions to your unique needs and objectives.
Updated November 20, 2024.
What started as a list of 50 startup products has grown well past that figure, and I’d love to keep adding to it.
I personally don’t find those lists or infographics of every possible product option for a problem I have super useful. I don’t need another time-sucking To Do, to evaluate all of the choices. I want to know what’s a reasonably safe bet, get started with it and turn back to the business of growing my company.
This list is biased toward Seed to Series A companies because that’s where I spend most of my time, although it also includes some products for brand-new companies (drawn from the venture studio work I do). With regard to each product on the list, I've either used it, and I recommend it, or someone I know and trust has used it, and they recommended it to me. That said, feedback is invited—if you feel like something should be added, or if you have used one of the products and had a negative experience. Email me and let me know.
If you ever need referrals to startup attorneys, message me to chat. As a former lawyer and former General Manager at legal startup Axiom, I know tons of incredible lawyers across specialties and fields, including top-notch solo practitioners as well as members of AmLaw 100 firms like Morrison & Foerster and Perkins Coie, regional players and startup boutiques.
I don’t mention project management tools (e.g., Asana, ClickUp, Monday, Trello) because everyone seems to have a favorite, and they all seem reasonably decent. I use Trello for my personal task tracking. I wouldn’t spin too long trying to ascertain which one of them is “best.”
Again, if your choice of a new web app (etc.) to add to your startup’s tech stack is not going to make or break your business, don’t over-index on it. Do some quick research. Get together a couple or a few ideas. Do a brief analysis and review. Pick one and turn back to the activities that are going to be far more impactful on your organization and its success.
That’s the benefit of having a list like this. I hope it helps.
Top Startup Tools
| Product | Description | Other Options | ||
|---|---|---|---|---|
| 1Password | Password management and security | |||
| Guideline | 401(k) providers | Human Interest | ||
| Ahrefs | Ahrefs for SEO analysis and backlinks; AlsoAsked for keyword analysis on competitors and search term difficulty | Also Asked | ||
| Airtable | Collaborative work management | |||
| Amazon AWS | Cloud computing | |||
| Apollo | List building from search critera. Send sequences. Consider checking out new kind on the block Unify | Unify | ||
| Arc Tech | Treasury services | |||
| Bill.com | Billing and financial automation | |||
| Brandpad | Brand development and management | |||
| Brixx | Financial forecasting and planning software | |||
| Carta | Equity management and valuation, but watch the latest news about them | Pulley | ||
| ChatGPT | AI platform to help with a little bit of everything | |||
| Clay | Import lists and enrich them (more options than Apollo). Consider also checking out newcomer Unify | Unify | ||
| Clerky | Legal and compliance solutions (company setup) | |||
| Clockify | Time tracking | |||
| DailyBot | Slack stand-ups | |||
| Deel | Global payroll and compliance. Deel is an EOR | |||
| DocSend | Document sharing and tracking (for a fundraising, DocSend + Dropbox or Google Drive + Google Sheets for tracking) | |||
| Docusign | Electronic contracts | |||
| Expensify | Expense management and tracking | Tentative: Float (Canada) | ||
| Figma | Design and prototyping | |||
| Flowster | Workflow automation and processes | |||
| Freshworks | Customer engagement and support software | Zendesk | ||
| GitHub | Software Engineering version control and collaborative software | |||
| Google Analytics | Website analysis | Hotjar | ||
| Google Workspace | Collaboration and productivity tools (email, storage, etc.) | Dropbox (storage only) | ||
| Grammarly | Communication assistant including AI support | |||
| Greenhouse | Recruiting and applicant tracking | Breezy | Recruitee | |
| Gusto | Payroll, benefits, and HR services. Rippling has a PEO option | Humi (Canada) | Rippling (US and Canada) | |
| Hubspot | Customer relations management (CRM) | |||
| Indinero | Bookkeeping service. The Bench recommendation is tentative | Bench | ||
| Intercom | Customer messaging and support | |||
| Jenkins | Open-source automation server for continuous integration and delivery (CI/CD) | |||
| Gusto | Payroll, benefits, and HR services | Humi (Canada) | Rippling | |
| Linear | Issue tracking and project management | |||
| Loom | Video messaging | |||
| Mercury | Banking for startups and businesses. Consider Mercury credit card too | Bluevine | ||
| Microsoft Azure | Cloud computing platform | |||
| Microsoft 365 | Productivity apps (still use them as good as Google is) | |||
| Miro | Online collaborative whiteboard | Excalidraw | ||
| NeverBounce | Stand-alone email deliverability solution | |||
| Newfront | Insurance brokerage | Founder Shield | ||
| Notion | Collaborative workspace for your organization | |||
| Okta | Identity and access management | |||
| PaperStreet | Investor updates | |||
| Pave | Compensation information for startups | |||
| PitchBook | Data and research for private investments | |||
| Quickbooks | Cloud accounting software. Also hearing increasingly about Campfire in this category | Xero | ||
| Ramp | Corporate card and services. Brex may not be an option for smaller startups | American Express | Brex | |
| Segment | Customer data platform | |||
| Secureframe | Compliance and security automation | |||
| Slack | Team messaging | |||
| Stripe | Online payment processing and business tools | |||
| Supernormal | AI tool for meetings | |||
| User Interviews | Customer research | |||
| Vouch | Business insurance. Also Embroker | Zen Insurance (Canada) | Hiscox | |
| Voxer | Team audio messaging | |||
| Webflow | Website design and development | |||
| WeWork | Co-working (in bankruptcy but still operating) | |||
| Wise | Foreign exchange | |||
| Yubico | Hardware security keys | |||
| Zoom | Video conferencing |
While the companies aren’t vetted, another interesting place to search for potentially valuable services is the Y Combinator community of companies.
If you’re a startup CEO or founder, and you feel it would be interesting to chat, I’d love to connect. Learn about my services and please reach out.
When Don’t You Need a Fractional COO Like Me
It’s usually a bad sign if a product claims that it can do everything for everyone. Swiss Army Knives aren’t really great knives at all, but they do have a Job to be Done—they make great gifts even if they’re barely ever used afterward. I try not to fall into this trap. This blog posts lays out some of the signs that you don’t need the help of a fractional COO at all.
Photo by Linda Eller-Shein from Pexels.
In case this is your first visit, I’m John Gauch – a seasoned fractional COO, sales coach and mentor. Over 20+ years, I have applied my growth and operations skills to help dozens of startups, building one high-impact venture to nearly $100M in revenue and a second to exceed that benchmark. I began my career as a tech lawyer in New York City. I developed my expertise in progressive roles in business development, finance, sales, marketing and product, working along the way with companies like Amazon, IBM and Microsoft.
There is no right or wrong reason to want to build a business. Maybe it’s a creative outlet for one person. Someone else might be obsessed with solving a nagging problem they observed out in the world. Perhaps a third person never fit into a traditional corporate job and has a ton to offer in a role and company of their own making.
Business building is about changing the future.
A successful new business makes the world different than it is today, and I’ll be a match for anyone who aspires to have a huge positive impact on the lives of their customers and stakeholders.
This brief post is not about all that. It’s about when it might not make sense to work together formally, even if we are a match regarding outlook and values. You can still try me, but I may not be a fit in either of these two situations.
Situation One
You’ve got all the right team members with the right skills and experience in the right roles. You’re not struggling with scaling yourself, and you’re not missing any key capabilities. You have plenty of time to learn what you need to know. You are only spending time on the activities you alone can do. The team has everything else covered.
AND
The organization is learning quickly and efficiently. You have demonstrable evidence you’re onto a compelling new business opportunity (i.e., traction). You have practices and processes to surface the big assumptions and unknowns you need to test or get clarity on to move the business forward. You’re not struggling with team alignment or direction. You are sure about your next moves.
Read also: Overlooked Traits of Successful Startup CEOs
Situation Two
Your team makes you feel superhuman. You’ve eliminated all the significant unknowns relating to the business. Moreover, you’ve built the supporting infrastructure to scale. These efforts are going smoothly. You are making incremental business improvements. You are not making major shifts. You are not feeling out of control. You’re clearly well on your way to building a successful and sustainable business.
Read also: Defining our Terms: What is a Fractional Leader Anyway?
Congratulations to you for all that you’ve achieved so far. It is a real feat.
If you feel like you fall into Situation One or Situation Two, and there are still aspects of the business or your work life that you want to change, I’m always happy to chat. I’m also glad to be in touch purely for information sharing and networking purposes.
What I Need to Know to Make Investor Referrals
These are the six things I need to know to make investor referrals for CEOs and founding team members when we haven’t worked together before. Answering these six questions is also a valuable shorthand for quickly vetting any new business idea.
Photo by Christina Morillo from Pexels.
In case this is your first time at the site - I'm John Gauch, a consultant with extensive experience in business operations and growth. I specialize in helping startups implement both strategies effectively. As a fractional COO, I work with founders and CEOs through each step, tailoring solutions to your unique needs and objectives.
I love to be helpful whenever I can be. This is particularly true when it comes to supporting startup CEOs and founding teams. Making introductions is one way I can do that.
The intro could be to someone with expertise in an industry or a specific role (etc.). Sometimes, it's to investors. If I haven't worked with a company, it can be a little challenging to make investor introductions, though.
To address that difficulty, I've summarized the essential information I need to know to introduce a company to investors in situations where I haven't worked with that company for an extended time.
It’s also useful as a shorthand for quickly vetting any new business idea.
There are six questions.
The first question is: What is the problem to be solved?
In particular, I want to know whether an unmet or under-met need is arising in people’s lives. I'm looking for something visceral. I sometimes ask people to imagine the first part of a typical Shark Tank pitch, where the entrepreneur describes some hardship they've experienced or observed. People aren’t going to change their ways if they don’t feel a push arising from an uncomfortable situation.
The second question is connected: What are the existing alternatives to solving this problem?
Maybe it's a current something that falls short in accomplishing a task. Maybe there isn't a good existing alternative at all, and people are silently struggling--unhappy and unable to progress toward the better future they imagine.
The third question is: When does this situation arise?
What's the specific context when this unmet or under-met need shows up? Again, the idea here is to be very specific. Who are the people this happens to? When do they face the situation? What are they doing at that time? Why are they doing it?
You'll notice very little about the product so far, which is by design. Most important is whether you have identified and can describe a compelling problem worth solving. That's what we're trying to understand with these first three questions. Once you've gotten this far, you should tell an in-depth, true story about a struggling situation in which people find themselves.
Read also: How to Learn Jobs to be Done
Now you can answer question 4: What does your product do?
The description should detail how the product bridges the current gap between what people are trying to do and what they can achieve now.
Part five follows: How big is this opportunity?
Is this a $1 million revenue opp or something much bigger? Ash Murray suggests entrepreneurs start with a back-of-the-envelope calculation and then move onto a more detailed estimation, in each case looking at your annual recurring revenue in month 12 of year 3 after your launch. I like his approach.
I created my own step-by-step guide (originally for a University of Hawaii startup program) that you can find here.
Ideally, you’ll also show the total addressable market size, and how it was determined (hint: it should be based in part on the information you’ve described in questions one to three).
Read also: Estimating Product Market Opportunity
The last question, and it’s often a hard one to answer: Why now?
Why could your product only exist now versus a year ago or 10 years ago? There are many intelligent and creative people in the world, and many are struggling to progress in different aspects of their lives. A compelling “why now” answer suggests you’re working on a problem that could only be solved recently. This increases the attractiveness of the idea significantly because it could be a genuine new-to-the-world innovation.
It raises questions if your product could have existed anytime in recent history and hasn't or did but doesn’t now.
Maybe there isn't a problem to solve after all. People have tried and failed, and you’re just the latest making an attempt.
Maybe there's an issue with feasibility. People have tried and failed because the product can’t be built or the business model math doesn’t work.
Maybe the product isn’t differentiated from a bunch of current alternatives. It’s just one more product in a long list of similar products that have been around for a while.
If there’s not a good “why now” answer, it doesn't mean you can't continue to build your business and maybe even thrive, but it suggests it may not be an explosive new opportunity with tons of growth potential.
Could you have discovered an enormous opportunity that others have missed or failed to execute? I suppose so, but in that case, could you explain why that may be.
If I could only ask an entrepreneur one question about their company and product it would probably be this.
Answering these six questions will help ensure your new business is on the right track and help me or anyone else share your message with others.
What's the unmet or undermet problem?
What are the current alternatives that are falling short?
What is the context?
What is the product?
What is the scale of the opportunity?
Why is this idea coming into existence now?
For my covering intro email to investors, I’d also love to highlight the traction you've gotten so far (e.g., notable customer numbers, wrapping up a round, a brand-name investor) and what you’re looking for from the meeting (e.g., a networking meeting to talk about the space you’re operating in or a call to see if they’re interested in participating in a fundraising round). Sot let me know that too.
Read also: Navigating Startup Fundraising: Insights from an Experienced COO
With this information, I can make an informed and meaningful investor introduction that will serve both parties well.
I’m always happy to chat about business building. Please reach out to learn more about my work or just to be and stay in touch.
How to Learn Jobs to be Done
Find out how to get started with Jobs to be Done, do your first JTBD interviews, get colleagues on board with the concept, and deepen your outstanding of the framework, methods and tools--to start and grow a business and align a team.
Photo by Leah Kelley from Pexels.
In case this is your first time visiting - I'm John Gauch, a consultant with extensive experience in business operations and growth planning. I specialize in helping startups implement strategies effectively in both areas. In my work as a fractional COO, I work with founders and CEOs through each step of the process, tailoring solutions to fit your unique needs and objectives.
Creating and sustaining a successful business entails doing countless things right. Knowing the Job to be Done (JTBD) of your customers and how your product helps them may not make it easier to start and grow a company, but it will make what you should be doing more obvious--and less subject to guesswork.
Co-architected by Clayton Christensen and Bob Moesta, a "Job to be Done" is the progress someone is trying to make in a struggling situation. Putting the JTBD framework to use effectively requires a commitment to understanding people's lives.
It is less about, "How do I make people want my product?" More about, "How do I make a product people want?"
It is less about, "How do I 'sell' more of my product?" More about, "How do I help people make the progress they are seeking?"
Applying the JTBD framework tells us why people pull your product into their lives, how to communicate with them compellingly, and how to satisfy them after they make a purchase. It can also tell us whether a brand new product idea is likely to work or not. In a May 2012 interview with Horace Dediu, Christensen contemplated: "10 years down the road, people will look back at my research, and they might say this idea of Jobs to be Done is a bigger idea than was 'disruption'," the theory that initially brought Christensen to the business world's attention.
Today, people around the globe put JTBD to use at companies of all sizes across industries.
Not only will applying JTBD and the associated mindset help you grow a business and innovate. When combined with practices and tools such as customer experience mapping and complementary metrics, leaders can articulate a clearer vision, dial in the organization's value proposition, align the team, and develop accountability among team members.
Read also: Estimating Product Market Opportunity
To learn all about JTBD, and how do do and use customer interviews, read my series of posts on the topic at Medium.
If you’re a startup CEO or founder, and you feel it would be interesting to chat, I’d love to connect. Learn about my services and please reach out.
This blog post appeared originally on LinkedIn.Estimating Product Market Opportunity
I often scratch my head trying to understand the market opportunity described in many startup investor presentations. I’m not saying it’s easy to measure by any means, and in this post I lay out an alternative way to to think about and calculate this popular figure.
Photo by Karolina Grabowska from Pexels.
First time here? I'm John Gauch, a consultant with extensive experience in business operations and growth planning. I specialize in helping startups implement strategies effectively in both areas. In my work as a fractional COO, I work with founders and CEOs through each step of the process, tailoring solutions to fit your unique needs and objectives.
TAM (Total Addressable / Available Market), SAM (Serviceable Available Market) and SOM (Service Obtainable Market) are popular conventions that we all see in investor pitch decks.
TAM can loosely categorize opportunity scale (large, medium, small), for example.
I am really interested in a figure sometimes captured in the SAM or SOM, but this is case by case depending on how people calculate them.
The market opportunity number I like to see is this:
Specifically excluded from the number:
I do not view this as a static figure. We can update it if/as our customer understanding changes. We can also handicap the number to reflect the likely prospects today, versus those experiencing barriers to purchase due to access, cost, skill or time, for instance.
I am not saying this is easy math or we can do it with absolute, scientific precision, but there is a ton of value in just trying. Calculating market opportunity in this way requires understanding:
the specific problem a product helps customers to solve
the situation when that problem arises
the better way customers are seeking
To uncover these often-hidden customer insights, we can use lean approaches, such as interviews, which go beyond what we can learn in a survey or focus group.
Read also: How to Learn Jobs to be Done
What we discover will inform a lot more than a market opportunity number. It will likely inform our strategy, product and marketing approach, helping us to build and scale our businesses.
If you’re a startup CEO or founder, and you feel it would be interesting to chat, I’d love to connect. Learn about my services and please reach out.
This blog post appeared originally on LinkedIn.