Among the customers who come to us behind the site, it is easy to know who came not with a business that really needs the site, but with an online startup.
The starter just thinks he came for the site, in fact, he comes to make it a business and, in fact, turn his dense idea - into a brand.
In fact, it often comes to the Sid investor (whose function is not to create a business from an idea), but about it a little further, everything in order.
Obviously, the fundamental difference between online startups and all other start-ups is that the site - is the business. Structure, interface, functionality, navigation, ergonomics, design - part of the business that the online startuper (with an idea) does not yet have, not just attributes of the site. And branding — that is, positioning, promotion strategy, search "big idea" are normal and mandatory parts of any working business, not what can be "at the start", not to pay too much time and attention.
Normally, we see this picture:
On the one hand - startuper, idealist, if there were no idealists, business would not move. To create and develop a business, and indeed an economy as a whole, need ideas that inspire. At the beginning of the way, the idealist has only creativity. He mistakenly believes that the idea equals a ready-made business that brings money, and it is enough to present the project to the Sid investor in the notorious two-minute pet and get the desired investments.
On the other hand, the investor. He's usually not encouraged by ideas. He knows that business is done with a toolkit, not with ideas. The investor is looking for a development function for money in the start-up (be it his money, or the money of the portfolio investor). The start-up idea is equal to the investor's costs. The more the idea and the cash promised at the end of the game, the more risk it will take. The investor vainly tries to talk to the startuper in his own language and receives the dialog of the blind with the deaf. In response to every argument of the investor - the slogan of the startuper. "You won't earn..." "We'll do it!" etc.
A unique business does not start with unique ideas.
Today's success online is a nuance game: most of the ideas of online business on the market are either copycats or siblings (like facebook). The point is that the idea of business is one (for example — to make smartphones), but the idea of the brand is another, and it is special (the most popular smartphone in the world and not at all... smartphone, and IPhone).
It is important to understand that ergonomics, the structure of the site is part of the brand of online business. Many websites sell tickets: In fact, the whole business is a prototype. The functions of one online startup differ in detail from another. But the devil of the result - in trifles, in positioning and a clear orientation to his, a particular audience, with certain insights.
All start-up forums are taught to quickly and clearly communicate the essence of their idea within two minutes, but they do not teach to package their idea into a brand-shell. To bring an investor not an idea, but a brand that is designed to address certain needs of people. Not only rational, but also emotional.
All the truths about the situation on the start-up field are not just our opinion, but the experience confirmed by the tandem Defa Interaktiv and Plenum: Within the framework of the Digital Start project, using all our expertise in the field of online business development, we helped to start (branded) projects such as zoomby.ru, amargo.ru, fidel.ru, multura.ru, proreport. ru et al.
We treat the building of a brand as an applied business task. Our usual work is technical elaboration, detailing and speaking of an idea, which does not change its essence and preserves its value. Our goal is not to dissuade, but to help sell the idea to an investor.
In the formulation, development/refinement of selling ideas, we have eaten all the shepherds from the canine service and we know exactly that the investor does not need to bring chocolate, even if it is very high quality, He is interested in wrapping, packaging, your knowledge of the place on the shelf where this chocolate will be most effective sold . In other words, he is not interested in a raw idea, but in a clearly designed brand of future business, to correctly present which is the main task at the meeting with the investor.
The formula is simple, you need to go through five steps: Idea-Name-Logo-Prototype-Design. But only in this sequence and nothing else. On the output we get two important things:
- Packaged idea demanded by the consumer
- Order in the head