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Smart Scaling - A Go-To-Market Strategy Framework for Bootstrapped B2B Startups (Short Version)
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Davender Gupta
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A short version of a strategy framework for the scaling of bootstrapped B2B startups.
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Smart Scaling - A Go-To-Market Strategy Framework for Bootstrapped B2B Startups (Short Version)
1.
Scaling Smart A Strategy
Framework for Modeling, Managing and Monetizing the Scaling of Bootstrapped High-Performance Ventures Davender Gupta The Scaleup Project davender@davender.com 514-448-1894 ©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com 1
2.
Scaling is important… A high-performance
startup has no value unless it gets out of development mode and engages with the market But is hockeystick growth the only strategy? 2 ©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
3.
Failure To Launch? Ideal
VC-backed Scaleup (Hockeystick) Failed Scaleup (Valley of Death) Time Success Metric (Valuation, Revenues or Traffic) 3©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
4.
The problem with the hockeystick scaling strategy «
Unicorn Dreams » • Distracted by Traction Premature Scaling • Insufficient evidence of PSF and PMF Unworkable Business Model • No path to profitability Ability to execute lags demand • Quality and customer service fails 4©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
5.
Tech scales quickly. People
don’t. 5 ©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
6.
STARTUP SCALEUP BUSINESS 6©2017 Davender Gupta.
All rights reserved. 171116-v8 davender@davender.com Exploring a viable business model Developing credibility in the market and the ability to execute Executing and evolving the business model
7.
Successful scaling requires maximizing execution while managing
uncertainty 7©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
8.
Strategy Is A
Pattern of Choices • How your choices align with vision, mission, values Suitable • How your choices fit success and risk criteria Acceptable • How your choices can be executed with available resources Feasible • How you co-create choices through interaction with stakeholders Effectual 8©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
9.
Causal vs Effectual
Choices • Causal = Assumes the future is knowable and known • Effectual = Assumes the future is unknowable and unknown 9 goal means Search for the means to achieve a stated goal Start with the means at hand to design the outcome ©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
10.
Principles of Effectual
Strategy 10 What can you do with what you have, what you know and who you are Focus on how to minimize possible losses Collaborate with partners who provide pre-commitment Surprises are opportunities to explore new possibilities The future cannot be predicted but you can control some determining factors ©2017 Davender Gupta. All rights reserved. 171114 V7-LSC davender@davender.com Source: www.effectuation.org
11.
Impact of Effectual
Approach to Scaling 11 Delay seeking investors to fund initial go-to-market • because the need to generate ROI locks into a causal mindset First find customers who are willing to collaborate • pre-production prototype development through co-investment Establish rapid build-measure-learn loops to find PJF • find most valuable “PJF” Product-”Jobs-To-Be-Done” Fit ©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
12.
Momentum Scaling Ideal VC-backed
Startup (Hockeystick) Momentum Scaling (Waves) Failed VC-backed Startup (Valley of Death) Time Success Metric (Valuation, Revenues or Traffic) H1 H2 H3 12©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
13.
13 Momentum Scaling •Establish market
influence •Establish market credibility •Establish ability to executeH1 H2 H3 ©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
14.
The Startup Lifecycle
Wave 14©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
15.
Execution is the ability
to generate manage and direct growth 15©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
16.
Strategy Framework 16©2017 Davender
Gupta. All rights reserved. 171116-v8 davender@davender.com
17.
• To build
a sustainable, long term business with the ability to become a gazelle • Founder Team stays in control • Keep options open • Choose the best customers • Better adapted to Canadian (outside SV) context 17 Benefits of Momentum Scaling ©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
18.
18 Move Smart and
Build Things Tech scales quickly. People don’t. Revenues before valuation. Managing uncertainty is more important than taking on risk. ©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
19.
Be patient for growth
and impatient for profits. - Clayton Christensen author of “The Innovator’s Dilemma” 19 ©2017 Davender Gupta. All rights reserved. 171116-v8 davender@davender.com
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