Waiting too long to start selling

probably due to the strong engineering culture in many startups, or perhaps because it can feel hard to go ask for money, there is often a tendency among new entrepreneurs to spend a lot of time on the product or service and put off actually selling the product. Too often that leads to wasted time - features and functions that weren’t needed after all - greatly slowing down progress in the market and burning up precious capital.

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The solution is to engage customers immediately - way before “launch.” At Ariba where I was an early employee, our first online (b2b) procurement product was built and launched with a consortium of customers our “Advisory Council” including Cisco, Visa and others. They had already signed on to real contracts and were paying real money while the first product release was still in development... and their guidance helped create a product that was soon in use by dozens of the Fortune 100 and a $1B+ per year run rate. At NetBase, where I was Co-founder and CEO, we used the same approach to launch a new product in partnership with Coca-cola, pepsi, p&G and others.

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But I think this is true in B2C businesses too. At pLAE, we engaged our community online long before our first launch. We sought out input and collaboration with people, and the learning was invaluable toward making a better product, faster.

Bottom line: You will create a better product and business, and save months or years, and potentially millions of dollars in venture capital, if you start selling much, much earlier than many first-time entrepreneurs do!

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