The Wilderness Period - Deepstash
The Wilderness Period

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.

Escaping the Wilderness Period requires clearly reverse-engineering your buyer and concisely answering the following questions about your product:

  • What immediate pain do you solve?
  • Who exactly is the buyer?
  • What is the sales motion?
  • How does the team and its belief system need to evolve?

5

STASHED IN:

17

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

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 through category-creation
  • Generating repeatable and non-associated revenue (e.g. “crossing the penny gap”)
  • Building a strong sales organization

6

STASHED IN:

15

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 features. You have to talk about the larger problem that you're solving and how the world will be different if what you're doing works. Explain the change that you're bringing about in the world and why that's important.” This can be done through content, PR or community.

3

STASHED IN:

15

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 is big. 
  • A free trial comes with more urgency, easier to do paid marketing but it's harder to scale.

3

STASHED IN:

15

Deepstash helps you become inspired, wiser and productive, through bite-sized ideas from the best articles, books and videos out there.

GET THE APP:

RELATED IDEA

Understand your costs

There’s no need to go into this too much as for any business owner, this is 101 - but it is always the foundation of getting your pricing strategy right. Ensure you understand how much your product has cost to develop, how much it will cost to deliver and how that cost will scale as more clients come on board (more servers, more support staff etc).

1

STASHED IN:

7

#1: Your In-Product Data

In-product data reveals how users and potential customers are interacting with your product. Moreover, it also allows you to see upsell opportunities and provides you a firm set of figures to back your decisions.

But what in-product data will lend the biggest boost to your strategy? See listed items below:

  • Customer profile data
  • Customer behavior data
  • Production data

STASHED IN:

6

What is Market Segmentation?

The basic definition of market segmentation is when your target audience is divided into smaller categories that share similar characteristics.

Here are a few reasons why this can benefit your brand:

  • Creating hyper-targeted ads
  • Building stronger relationships with customers
  • Differentiating your brand from competitors
  • Identifying marketing tactics that have more impact.

With market segmentation, you will gain greater insight into consumer behaviors.

6

STASHED IN:

37