¿Qué significa llegar al mercado?
Categories
you’ve been told that arriving at the arrival of a project at the market follows cycle similar to this: you research, design a solution, improve it, refine it, and when you think it’s ready, the big day arrives and you launch it. The market appears at the end of the journey and it seems logical, since “everything is finished” and “all that’s left” is to find customers. Spoiler: MISTAKE.
This way of understanding entrepreneurship causes many ideas to spend months (or years, in the worst cases) preparing to a moment that, in reality, never arrives, because the the market isn’t the goal at the end of the journey. Actually, has always been there.
Change how you see the market
The market isn’t a place, a store, a website, an advertising campaign, or a social network. It’s a conversation that was happening long before your product or service appeared. Es el conjunto de personas que tienen un problema, buscan una forma de resolverlo y toman decisiones todos los días para acercarse a esa solución. Mientras desarrollas una idea, ellas están comparando alternativas, improvisando soluciones o aprendiendo a convivir con aquello que les preocupa.
The market doesn’t begin when you appear; it has been doing what it always does: existing.
If you look at it this way, you’ll avoid falling into a very common mistake: thinking that entrepreneurship consists of building something and showing it to the world when it’s finished. Actually, your project starts to “live” when it comes into contact with other people to test the hypotheses of your experiments… and those people react. At that moment, you begin to create the necessary conditions for your idea to appear in the market.
Don’t reach many people; reach the right ones
Many entrepreneurs believe that their project must be known by as many people as possible to succeed and enter the market. However, ideas rarely fail because few people know about them, but because can’t find the right audience, the moment correct or the most convenient way for others to understand the value they offer.
There are extraordinary proposals that go unnoticed completely unnoticed because…
Appear before people who don’t have that problem.
They arrive when there isn’t an urgent enough need.
Understanding what they bring requires too much effort.
The market doesn’t reward the best ideas, but those that manage to find the right audience.
Reaching the market isn’t about making a project visible at any cost; rather, it’s about making it easy for someone to discover it, quickly understand why they should pay attention to it, and find a simple path to keep moving forward.
That’s next step doesn’t have to be a purchase: it could be a conversation, a demonstration, a test, a recommendation, or or any other action that indicates something has started to move. The important thing is that the project starts to become part of the reality of other people and that they respond with behaviors, not just with opinionsThat’s when an idea begins to generate impact: by entering the life of someone who needs it.
Build the path to your market
The path your project will follow to reach the market doesn’t appear by chance: you have to design it. You must decide:
Who should find you first.
Where is this encounter most likely to happen?
What does a person need to understand (in just a few seconds, at that) to recognize the value of your proposal?
Cuál será el siguiente paso si decide seguir explorándola.
The answers to all these questions will appear when you ask yourself the following: if there is someone who really needs what you’re building, how will they find you?
Indeed, reaching the market isn’t about crossing a finish line, but about building the path that will allow the right people to reach you.
