given that this whole startup thing is about learning, failing, learning, failing and then success, I thought I should blog about things I’ve learnt.
People don’t know what they don’t know (and they won’t spend effort trying to find out). If your product depends on people understanding something they don’t already understand, have a massive marketing budget.
Address pain. This one sounds obvious, and it is. The trick is to make sure the person you’re talking to is actually experiencing the pain. getstaffed has this issue: We talk a lot to HR, but they don’t experience the pain of paying recruitment agents margins. So we’re now focussed on people much closer to the front lines, who actually care about the budget.
It takes 2 to tango. In any given situation, there are at least 2 parties supporting that situation. So changing the situation means offering an alternative, but also changing the behaviour of at least one of the parties. For example, again with getstaffed, recruitment agents charge large margins on contract staff. But only because this situation is permitted by the companies who use them. So our challenge is to offer the alternative, but also the more difficult task of changing the behaviour of the companies.
hope someone finds this useful!