Go-To-Market Strategies, Investor Options and Tracking Value

Once a startup identifies its target market, it’s imperative to define the appropriate go-to-market strategy. This depends on an understanding of the customer requirements and how it expects to create value, reduce risk or save costs with the startup’s solution. Having a clear understanding of this can help the startup to not only drive up conversion, but also to maximise revenue and create a more long-term lock-in with the customer. This chapter also covers different kinds of investors, as well as their expectations, benefits and risks. As every investor comes with strings attached, understanding their expectations helps to select investors with the best fit. Finally, this chapter also helps the startup to recognise how its value can be sustained and monetised over time.