Page 114 - 6 Secrets to Startup Success

The Pull of the Market 93

As you look across your market, use these questions as
guidelines for identifying and landing game-changing al-
liances:

9 Who currently has relationships with your target
customers?

9 Who do you currently view as a competitor that, if
approached differently, could be a useful partner?

9 What early customers would instantly connect you with
other prospective customers or elevate your business
profile in a positive way?

9 What can you offer each prospective partner and vice
versa? Where are the win-win opportunities linking your
business concept and theirs?

9 What specific steps can you take to explore and
strengthen the most promising relationships?

3. Understand your user’s experience. There’s nothing like the
feeling of making that first sale and serving that first cus-
tomer. Your effort and sacrifice have borne real fruit. So cash
that check, whether for $16 or $16,000, and pop the cham-
pagne.
But, after the celebration, remember that early sales don’t
always equate to satisfied customers. First-time buyers may
flock to you because of the novelty effect of your new prod-
uct (think of how much traffic most restaurants attract in
their first few weeks). Now that real customers are involved,
you can begin to answer some vital questions: How effec-
tively are you solving your customers’ problems? Are you
creating real value for them? Are they the right customers
for you? If so, will they buy from you again and refer other
customers to you? Answering questions like these will help
you build a sustainable market presence over time.

4. Focus and go deep with the right opportunities. The early stages
of a startup are all about opening up, experimenting, and

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