Start-ups: Idea to company (Part 2)
One thing that I have learned is that you need to understand which stage your product is on the awareness ladder. Once you have this understanding you will have a greater Idea of how your solution or product fits into it.
For most people starting a new company with a new solution you will be where I am, at stage zero. This means the content and visuals you develop are very focused on educating the customer and creating a need where there wasn’t one.
Keeping this in mind this has a monumental effect on the content you develop, you need to be concise yet appeal to emotion. With content becoming an ever powerful tool in conversion and Google page rank the more effort you place in this area to more benefit you are going to gain.
Web development and content is changing rapidly, but fundamentally there are a lot of gaps been web content that is development and what potential customers want to see. This is where you can capitalise.
Develop for the consumer, your visitors don’t care about you, what your product does or what it is, and this is what mostly is written about. Customers care about what you can do for them and how your product is going to change their lives for the better, even if face value they do not know the need for it (this is what I am talking about when I state “creating a need”). Take the ‘Snuggie’, a blanket with arm holes, every house hold has a blanket around to snuggle up to a movie so why was this so special and 30 millions sales later a huge success. They appealed to creating a need, you can do anything with a Snuggie, make dinner, pick up the kids for school or wear it while working in the office. They created a ‘proposition’; rather them telling you it keeps you warm they focused on what else it can do, that you didn’t realise but made you want it.
I have now enabled you with a different thought process when attacking the hardest part of launching a website, the next step is to mimic real life examples to develop your content. Desk.com has simple and structured content that provides the propositions such as “Create the happiest customers on earth” or “Help your customers help themselves”.
We have skipped entirely past optimisation as that is an entirely new blog topic on its own. Launch is a very important process, and there should be a number of important questions you should be asking yourself prior to reach your objectives. Whether they are to attract visitors, make sales, signup users you will need a way to gather reach and drive buzz around your website or product.
This usually means thinking outside of the box, whether that be meeting with people at places where your target market gather to gain exposure, creating a referral program or getting on TV through current affair programs due to the proposition your business provides. Another handy tip is aligning you, your company with complementary services, for example I know a lawyer who changed her niche to divorce law, she focused on becoming an authority in her industry through the internet and networking. The greatest move in her career was aligning herself with some of the top marriage consultants in her area as this was the logical step prior to divorce. Think about your product or solution, is there any catalyst or group that you can capitalise on?
There is no real road-map that I can provide you to make your website go viral, it’s purely about being innovative, dedicating time and overcoming adversity. Ruslan Kogan is one person I have been following since the birth of his brand back when I was in University. This is one person who has revolutionised the Electronics, primarily LCD TV industry and did one thing very crucial that retailers and existing brand didn’t, use the power of the internet to propel his brand to the powerhouse it is today.
We all remember the days where LCD TV’s where $5000, Kogan created a proposition of cutting out the middleman and creating a model based on volume where pricing was half that of the nearest competitor. I’m guessing he understood that Australians are price sensitive, understanding that TV’s are not expected to last forever so why pay thousands. Once thing Kogan has done is that he has had the appropriate launch response to each stage of his business. From launching on eBay prior to his initial shipment, covering adversity when this was shut down, to aggressively targeting media and internet review spaces to drive organic traffic to his website which was obviously complemented by an amazing suite of products.
Launch is only going to be successful based on the amount of work you put in, how diverse you can be and having the ability to fail and learn.