“I’ve Never Heard Of That Before”

Back in the old days of venture capital, I heard that lack of competition was something they all looked for. It seemed very important back then as a way to maximize the odds of success. Certainly the world was less filled with startups of all sizes and shapes, which is very unlike today.

However, in today's world, I see people with multiple competitors get funded all the time. There seems to be the hope that maybe you invested in the winner and not the other guys. When I look, I just don't know if the startup I'm talking to is going to win, versus the other guys. It just seems too risky to me.

The world is way too filled with things for people to do, or choose from. This affects both consumer and B2B startups. Traction slows down and takes too long for startups to get to break-even or good enough metrics for the next round. When a product or service has other people working on the same or similar things, customers need to process "blur" and need to decide on whether they want to spend time to determine whether something truly is better or not. In my experience, most people just bail - and they wait until enough other people use something before they will even try it.

The only way to combat this is to present something to a customer that they have never heard of before. It must be so unique that the time to process is minimized. That gives them a leg up in acquiring customers. If there is no one else shouting/touting the same or similar product, then they can gain some initial traction without interference from others. They can pull out ahead before someone else gets the idea to build a competitor.

Some of you might think that is nearly impossible to find someone working on a product or service with no competitors. I think that is mostly true; the easy pickings are already being worked on many times over. And yes it's really hard and takes a lot of patience to wait for an encounter or it's a lot of work to go looking for them.

It's the big markets that have not been touched by and disrupted by new technologies that I'm looking for. A lot of that is in unsexy markets, things that definitely that newly graduated college kids will not have been exposed to. Some of them require a ton of time to dig into and understand. Some of them are so unsexy that it requires real effort to fall in love with!

Unicorn hunting is fun and all, but I prefer to look for my unicorns in places where hunters are not. My first attraction to a startup is most likely the realization I have never heard of their product/service before in an industry that hasn't been worked on yet. Then I rally the forces and dive deep from there.

 

3 Comments

  • Will wrote: 03/31/2014 4:08 PM

    The unsexy industries seem like the ones ripe for disruption nowadays. ZocDoc taking on physician scheduling, Uber taking on taxis, AirBnB taking on hotels. Out with the old in with the new is the mantra of today's aspiring entrepreneurs. Most industries have done a great job leveraging technological innovations, but there are still huge opportunities for process and workflow improvements.

    Reply
    • David Shen wrote: 04/02/2014 6:19 PM

      Totally agree, but even those you mention are the low hanging fruit and have been worked on for years now. We are looking at industries even more remote and unsexy than the ones you mentioned. The ones above are still in what I would call "obvious contact" with a lot of us in our daily lives. It's the ones that are not obvious that we are looking for.

      Reply
    • Prisila wrote: 08/14/2014 3:31 PM

      Hi Sam,I am not quite sure if the above post distinguishes bweeetn sales and marketing , or marketing has been used as a term to represent sales and marketing both Many of the products fail due to week sale strategies , week presales ..The marketer has got the word going and there are many prospects in place , but converting those prospects to customers is task of the presales/sales So even if we agree on outsourcing the marketing to the marketing experts I think a clear demarcation is required bweeetn getting a prospect and converting the prospect to a customer. The former can be handled by a third party but the later is a core talent of the vendor and should be ideally handled by the vendor.So the success of the startups just does not lie in outsourcing the marketing but also lies in clearly identifying the responsibility areas to match the best of two teams.

      Reply

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