Harvard i-lab | Startup Secrets: Go to Market Strategies

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Find out why it can be twice as important to get your Go-to-Market right, even if you’ve engineered a great product. Get to understand the strategic and tactical frameworks needed to enter a market and occupy a dominant position. Learn how to develop your “brand essence” and integrate other key marketing assets so that you can pursue an impactful sales and marketing approach.

Learn more about the Harvard Innovation Lab at http://i-lab.harvard.edu/ and follow us on Twitter at http://twitter.com/innovationlab and like us on Facebook at https://www.facebook.com/harvardinnovationlab

Date: January 4, 2013
Startups go to market gtm harvard i-lab harvard innovation lab michael skok north bridge venture partners startup secrets

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41 thoughts on “Harvard i-lab | Startup Secrets: Go to Market Strategies”

  3. The question posed near time 47:05, "how big a market should a new startup company go after?"

    I was surprised at the answers, owing to my expectations of the admissions criteria at Harvard.

    I've done this in tech startups. Always start small:
    1) your product/service/Value prop will NOT be correct initially, and a tiny initial market helps you figure it out (think of 'stealth mode' startups for e.g.)

    2) the practical part: you lack the resources to successfully serve a large market, EVEN IF your Value Prop is nailed

    IT SEEMS RATIONAL for a founder to say "We cannot limit the size of the market we're targeting! WE NEED MONEY! SELL TO EVERYBODY, ANYONE WHO WILL BUY!"

    That seems rational but it will ALMOST NEVER WORK. Do not "pre-ruin" your brand by going after a huge audience you lack the resources to make happy. Pick a small audience. Perfect your product, service, Value proposition. Make it IRRESISTIBLE.

    THEN broaden your market. You'll have a polished offering/value prop, and you'll have some $$ to service a larger audience.

    'Stealth mode' startups are a "thing" for a reason.
    .

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