Snaptalent Lesson One: Know Your Market
jamiequint.posterous.com
jamiequint.posterous.com
The first thing I do when helping out other entrepreneurs is to make sure they really know their market.
I suppose its speculation that they'll be able to remedy their lack of market knowledge, in much the way that you're speculating they'll remedy their lack of a salable product, paying customers, and profits.
It doesn't seem like a bad bet in this case -- just a wee bit mistimed. (They have to remedy their lack of market knowledge prior to failure.)
I remember a helping a young company who were amped about their idea recently. Luckily they hadn't started building yet, but we sat down together and I convinced them to cold call some of their target market with me to prove their customer hypothesis, which they knew was right of course :)
It quickly turned out the product they were willing to spend 6 months of their lives on wasn't wanted at all by the market; they wouldn't use it even if it were free! They were over the moon about saving 6 months, and are now exploring other ideas :)
YC has actually made it pretty clear that they don't believe this is true. Especially in their new thing where they present an idea and ask for a team to apply to work on it.
YC's funding strategy to date has been "fund good teams with a reasonable idea" more so than "fund great ideas with reasonable teams".
Even successful companies don't get the market or the idea right the first time. In our case we got through three product tests before we decided to shut down. When you've lost the confidence of your investors, pursuing different ideas becomes much harder, especially when you lose faith in the market yourself.
The experience of countless startups with great teams but failed businesses disagrees with that philosophy in my opinion.
Even in your own example, the team wasn't the problem it was the idea & the lack of market knowledge. You made a product before you knew the market. If you had of done more market research before building, would you have tried the same idea?
YC's perspective seems to be that "launch early and often" combined with smart analytical teams will lead to successful companies. This seems reasonable enough, but does not always work.
As a technologist who has wasted years of time and hundreds of thousands of my own $ on launching early (multiple times) rather than talking early I am speaking from experience here as well :)
Only pain: the embedded scribd document. To download that separately through scribd I had to signup, skip two pages of subscription stuff only to be redirected to scribd home, go back to the original site (now registered and signed in on scribd), try and download again, skip some ad, skip another subscriber page, and finally get to download it :-)
To quote the bible: "What does it benefit a man if he gains the whole world, but loses his own soul?"
More specifically, say I wanted to do an analysis similar to that done by First Round Capital. What should I read if I want to learn, e.g., what is a reasonable eCPM (effective cost per thousand impressions; I had to google it), or what CTRs to expect, etc. etc.?
One way to do this is to find someone with an info product (software, etc) you wouldn't have moral qualms selling, signing up as their affiliate, writing yourself a landing page, and then driving traffic to it in AdWords. You're not doing it to make money: you're just playing a more educational, more expensive version of WoW. (I advertised my very, very niche product for less than $3 a day for over a year, while teaching myself how online advertising worked.)
Note that you'd quickly find out that "reasonable eCPMs" and CTRs are very, very dependent on what the market and context is. I know some advertisers who are freaking overjoyed that I pay them $1 CPMs. (They sell me "remnant inventory", i.e., it is traffic that we expect to have such low performance if it were meat it would be the parts of the cow we grind up to feed other cows with.) That is under a tenth of what you'd expect for the best traffic (US-based, first pageview) on a fairly successful tech gadget blog.
Note: I said startup _idea_ and not a great _startup_.
I'd love to read an entire book on how and why certain ideas didn't work out as planned. Maybe a collection of these stories could be published in something like Founders at Work?
- a very transparent post :) good job, and thanks.