Valuing already-solved problems.
Product market fit for business-to-business products hinges on when your customer first encounters the problem you solve. If you're selling to a company that is newly encountering the problem, then you get to sell them on your product's value. However, a mature company likely already has a working solution, and you're stuck selling on reduced total cost of ownership, a much harder sale.
This can make it difficult to determine if you have fit for larger customers: you can't validate against existing large businesses. Instead, you have to wait for early stage companies who adopted your product to solve their initial problem to become large companies.
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