All Chance Hub’s Post

If you're pitching your startup to VC, that feature comparison slide - with checkmarks in your column and Xs for the competitors - isn't helping you. At worst, it may be hurting. Here's why: ¶ Features can be copied. If you have something the incumbent is missing, why won't the incumbent add that thing once customers show that they care? ¶ When presented with an idea - even (especially) if it's a very clever idea - we investors ask ourselves whether what you've got is a 𝘧𝘦𝘢𝘵𝘶𝘳𝘦, a 𝘱𝘳𝘰𝘥𝘶𝘤𝘵, or a 𝘤𝘰𝘮𝘱𝘢𝘯𝘺. A feature, by itself, does not make a successful product; a product, by itself, does not make a sustainable company. ¶ Most founders know an enormous amount about their own product, a reasonable amount about their customers, and almost nothing about their competitors. That's ok; your time is generally better spent on customers than on competition. But don't fool yourself, on the basis of that limited knowledge, that the competition doesn't have X or can't build Y - it's better to be paranoid, as Andy Grove wrote. Also, because your competitive analysis is likely to be both overconfident and underinformed, VCs are going to discount it anyway and do their own diligence. You'd be surprised how often I Google a startup's competitors 𝘥𝘶𝘳𝘪𝘯𝘨 𝘵𝘩𝘦 𝘱𝘪𝘵𝘤𝘩 and find evidence that directly contradicts the founder's claims - meaning they've scored a credibility own-goal. Of course, competition does matter, and in some businesses even more than others. You will need to convince investors that you can achieve sustainable competitive advantage. That's something that isn't accomplished in just one meeting; so in the first meeting, you need to make a high-level argument that your business 𝘤𝘰𝘶𝘭𝘥 be defensible over the long term, and invite a deeper discussion in follow-up meetings. As for how to project sustainable advantage - that's a hard one, and in the age of AI it's becoming even harder, as barriers are getting lower. Two main approaches I've seen: 1) comparing yourself to a successful company whose playbook you are following, 2) using a strategy framework, such as disruption theory, blue ocean theory, "What is Strategy", or one I developed called the "Can'ts and the Won'ts." But that's a subject for another post! Credit Spencer Greene

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