Home   About   Services   Client Testimonials   Contact   Blog  
Sunday, July 02, 2006

Can you remember that Kevin Costner movie from 1989, "Field of Dreams"? It's about the Iowa corn farmer who, hearing voices, interprets them as a command to build a baseball diamond in his fields.

I'm not sure whether every dot-com startup watched that film, but the phrase "Build it and they will come" seems to have passed into the collective entrepreneurial unconscious.

So when Jackie Bassett told me about her new book "So You Built It and They Didn't Come. Now What?", I just had to read it.

If there was ever a book that should be compulsory for entrepreneurs to read, this is it (and Guy Kawasaki's "The Art of the Start").

Jackie shares her own experiences, as well as stories from CEO's and Investors on what to do when the wheels have fallen off. Does this sound familiar?

So you've burned thru several million dollars of Venture Capital funds,replaced the VP of Sales three times, added 17 more features that each round of salespeople you hired (and fired) insisted their prospects must have before they would buy-then didn't, now what?

You're certain there is a market for your product. You even have a handful of customers who've paid for it. But those "Wow's" aren't converting into sales.

How did this ever happen? Where did things go so wrong? More importantly, how can this be fixed and f-a-s-t!

Jackie shows you how to identify when you are in trouble, and how to stop and restart your business from a customer-centric perspective.

There is a lot in this book that I recognise from my own client experiences. One of the things about working with startups and new product launches is that you're going to see a lot of misfires.

Every now and then I have to write what I call a "Dear John" report at the end of a pilot campaign. Usually it goes something like "I'm sorry, but we don't think you've got a proposition that's really compelling for your market. Let's stop now before it costs you too much" In essence, we tell our client that they've got it wrong.

It's probably one of the hardest parts of the job, but it's something that's core to my values. If it's not working, I'll pull the plug rather than simply burn my time and my client's cash.

Of course, they can try another method of sales, or even another sales outsourcing company, but usually they go back to the drawing board and come back to us to help them test and refine their new proposition.

Our business is no different.

We tried promoting our services to startups as "market due diligence". Essentially, we'd pilot test a proposition with potential clients. However, we found that there really was little appetite for it. Entrepreneurs are pretty free-wheeling and their due diligence is usually to just launch and see what happens.

It's what we call the ultimate "Live R&D").

Labels: , , ,

Posted by: David Regler @ 2:46 pm |   | Links to this post  

Bookmark and Share


Post a Comment

Links to this post:

Create a Link

<< Home

Drive-Thru or Counter?

It's business...dude ;-)

Outsourcing Telesales To Support The Sales Cycle

One-On-One Marketing

Email vs Cold Calling

Elicitation...Go To The Source

The internet is just the start of it...

Now, cross my palm with silver....

Do they still teach that? Lucky for us they do!

The Modern Day "Pocket Miner"

November 2005
December 2005
January 2006
February 2006
March 2006
April 2006
May 2006
June 2006
July 2006
August 2006
September 2006
October 2006
November 2006
December 2006
January 2007
February 2007
March 2007
April 2007
June 2007
July 2007
August 2007
September 2007
November 2007
December 2007
January 2008
February 2008
March 2008
April 2008
May 2008
June 2008
July 2008
September 2008
October 2008
November 2008
December 2008
January 2009
February 2009
March 2009
April 2009
May 2009
June 2009
July 2009
September 2009
October 2009
November 2009
December 2009
January 2010
March 2010
September 2010
October 2010
November 2010
December 2010
January 2011
February 2011
March 2011
May 2011
July 2011
September 2011
October 2011
November 2011
December 2011
January 2012
February 2012

Powered by Blogger

All content © Maine Associates Ltd 2010 All rights reserved. Read our privacy policy