How David Sacks built the first bottom-up playbook for enterprise - Deepstash

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How David Sacks built the first bottom-up playbook for enterprise

wfh.substack.com

The "Consumerization" of Enterprise

Slack, Dropbox or Zoom have applied specific strategies to win customers – tactics that resemble those of consumer companies rather than enterprise firms.

The go-to-market playbook for early-stage B2B founders:

  • Taking a consumer approach to enterprise
  • Product positioning...

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Create a Category and Evangelize It

Don’t compete head on with a category leading incumbent, create your own category. Category creation and becoming a “category king” allows new companies to bypass rivals and build in an uncontested space.

The one who defines the category, wins the category. No one cares about your feat...

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The Wilderness Period

Is a period of internal struggles after the early enthusiasm of an MVP: “You try to sell your minimum viable product, encounter objections you hadn’t anticipated, race to code the new requirements (the new MVP), and repeat. The Wilderness Period can take two months, two years, or forever.

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SaaS companies typically choose between two product pricing strategies:

  • A freemium model uses a functionality-based paywall. The benefit is that you may get lots of users & virality. The cons are that it reduces urgency to buy, paid marketing is hard and churn...

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