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在過去的 100 天裡,我一直在經營 Bootstrap First Incubator,這是一個致力於幫助創意階段的創辦人和未實現收入的創業孵化器
Launching a startup is no easy feat. It takes a lot of hard work, dedication, and perseverance. But if you're passionate about your idea and you're willing to put in the effort, anything is possible.
創辦新創公司並非易事。這需要大量的努力、奉獻和毅力。但如果你對自己的想法充滿熱情並且願意付出努力,那麼一切都有可能。
I've had the privilege of working with some amazing startups over the past few years, and I've learned a lot about what it takes to succeed. Here are a few of the most important lessons I've learned:
在過去的幾年裡,我有幸與一些出色的新創公司合作,並且學到了很多關於成功所需的知識。以下是我學到的一些最重要的教訓:
1. Don't build before customer discovery
1. 在發現客戶之前不要構建
Many founders get a great idea and immediately start building the solution they've dreamed up. This is a huge red flag for me (and many investors). When I hear that someone began building their product before making any customer discovery, the first question I ask is, “How do you know anyone is going to want your solution?” Unless they tell me they've had significant discovery conversations with potential customers, they usually can’t provide an answer that gives me confidence there's reliably going to be demand for their solution in the market.
許多創辦人得到一個好主意並立即開始建立他們夢想的解決方案。這對我(和許多投資者)來說是一個巨大的危險信號。當我聽說有人在發現任何客戶之前就開始建立他們的產品時,我問的第一個問題是:“你怎麼知道有人會想要你的解決方案?”除非他們告訴我他們已經與潛在客戶進行了重要的發現對話,否則他們通常無法提供一個答案,讓我相信市場上確實會有他們的解決方案的需求。
The result is that founders often spend a lot of time and money on a product that nobody wants when, really, this type of waste can be avoided if they conduct customer discovery before building anything, which leads directly to my second point.
結果是,創辦人經常在沒有人想要的產品上花費大量時間和金錢,而實際上,如果他們在建立任何產品之前進行客戶發現,就可以避免這種類型的浪費,這直接引出了我的第二點。
2. Listen to your customers: The critical role of customer discovery in startup success
2. 傾聽客戶的聲音:客戶發現對於新創企業成功的關鍵作用
I can't stress this enough: you must listen to your potential customers. This aligns with the second goal of our incubator program—conducting customer discovery. At the start of your business journey, you merely have a hypothesis of a solution. It's not until you start talking with your target customer segment that you can validate that hypothesis. You might learn that nobody wants the solution you set out to build because the problem you believed you were solving isn't a problem many if any, potential customers are experiencing.
我必須強調這一點:您必須傾聽潛在客戶的意見。這與我們孵化器計畫的第二個目標一致—進行客戶發現。在您的商業旅程開始時,您只是有一個解決方案的假設。直到您開始與目標客戶群交談後,您才能驗證該假設。您可能會發現沒有人想要您打算建立的解決方案,因為您認為自己正在解決的問題並不是許多潛在客戶遇到的問題。
If the market doesn’t demand the solution you're building and you continue without making any changes, you will likely launch a product nobody buys. Even worse, you'll spend precious resources—time and money—getting this unwanted product to market, effectively paying a significant amount for your business to fail, even though you could have spotted the lack of demand and course-corrected.
如果市場不需要您正在建立的解決方案,並且您不做任何更改而繼續下去,那麼您可能會推出沒人購買的產品。更糟的是,您將花費寶貴的資源(時間和金錢)將這種不需要的產品推向市場,實際上為您的業務失敗付出了高昂的代價,即使您本可以發現需求的缺乏並進行糾正。
By listening to your potential customers and understanding the pain points they experience, you can design a solution that addresses the most common issues in the market. This approach practically guarantees demand for your solution if your customer discovery yields statistically significant insights.
透過傾聽潛在客戶的意見並了解他們遇到的痛點,您可以設計出解決市場上最常見問題的解決方案。如果您的客戶發現產生了具有統計意義的見解,那麼這種方法實際上可以保證對您的解決方案的需求。
I'll also add that conducting customer discovery without incorporating those insights into your product offering is almost as bad as not doing any customer discovery at all. You must consider what your customers say when building your product if you want the greatest chance of a successful launch.
我還要補充一點,在不將這些見解融入到您的產品中的情況下進行客戶發現幾乎與根本不進行任何客戶發現一樣糟糕。如果您想獲得最大的成功發布機會,則在建立產品時必須考慮客戶的意見。
3. Love the problem, not the solution: Aligning your startup with market demands
3. 喜歡問題,而不是解決方案:讓你的新創公司與市場需求一致
This point directly relates to the first two. A key to success is being in love with the problem you're solving, not the solution. If you're conscious of the actual problem that customers have expressed and you are enthusiastic about finding solutions to that problem, you're more likely to succeed than someone blindly focused on building a solution they prematurely determined the market would want without substantial evidence.
這一點與前兩點直接相關。成功的關鍵是熱愛你正在解決的問題,而不是解決方案。如果您意識到客戶所表達的實際問題,並且您熱衷於尋找該問題的解決方案,那麼您比盲目專注於構建他們在沒有充分證據的情況下過早確定市場需要的解決方案的人更有可能成功。
To succeed, you must build a product that the market demands. If you start by understanding the problems customers have and then build a solution that directly addresses those problems, you’re more likely to succeed than if you start with a solution in mind and throw it against the wall (the market) to see if it sticks.
為了取得成功,您必須打造出市場需求的產品。如果您先了解客戶遇到的問題,然後建立一個直接解決這些問題的解決方案,那麼您比一開始就想到一個解決方案然後將其扔到牆上(市場)看看是否有效,更有可能成功。
4. The myth of instant funding
4. 即時資金神話
In the media, you often hear about the founder who showed up to a meeting with an idea on the back of a napkin, presented it in a boardroom, won the hearts of investors, and walked away with a $5 million check. Yeah, that doesn’t happen—or if it does, it's because the founder has a track record of major successes, and if that's the case, most investors don’t need to see what that type of founder is building to have confidence they're going to hit another home run (or at least get on base).
在媒體上,你經常聽到這樣的故事:一位創始人在出席會議時餐巾紙背面寫著一個想法,在董事會會議室中提出這個想法,贏得了投資者的心,然後帶著一張500萬美元的支票離開。是的,這種情況不會發生,或者如果發生了,那是因為創始人擁有重大成功的記錄,如果是這樣的話,大多數投資者不需要看到該類型的創始人正在建立什麼來對他們有信心將再次打出全壘打(或至少上壘)。
Unfortunately, this warped media story has given many founders the unrealistic belief that they can raise money off a pitch deck without having a tangible product and customers.
不幸的是,這種歪曲的媒體故事讓許多創辦人產生了不切實際的信念,認為他們可以在沒有有形產品和客戶的情況下從融資平台籌集資金。
It's not unusual for friends and family to invest in an idea after seeing a pitch deck, but professional investors need to see much more before they feel confident and comfortable investing. That's why you often hear investors asking questions about a business's traction. Investors want to know you have a product that customers are willing to pay for, a solution that scales (meaning it can serve an ever-growing number of customers), and, most importantly for their pockets, that your business is a venture-scale opportunity. This means you're operating in a large enough market and have the potential to grow large enough that for every dollar the investor gives you, they will receive a significant multiple—let's
朋友和家人在看過融資演講稿後對某個想法進行投資並不罕見,但專業投資者需要看到更多內容才能感到自信和舒適的投資。這就是為什麼你經常聽到投資者詢問有關企業吸引力的問題。投資者希望知道您擁有客戶願意付費的產品、可擴展的解決方案(意味著它可以為越來越多的客戶提供服務),最重要的是,對於他們的口袋來說,您的業務具有風險規模機會。這意味著您正在一個足夠大的市場中運營,並且有潛力發展得足夠大,以至於投資者給您的每一美元,他們都將獲得可觀的倍數 - 讓我們
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