I’m Sunir Shah. I’ve organized the software ecosystem to go to market many times. Since 2009, through The Small Business Web, gSocial, and the Cloud Software Association.
Why? Two answers.
The obvious one is that customers buy from whom they trust; and if they don’t know me, then I better work with the people they do trust and listen to go to market.
The more painful one is that I’ve never found it profitable to go to market alone. Relying only on advertising, SEO, and outbound is very expensive. They hit a low ceiling quickly. And then what? A company without roots in the market itself is just a fad. It will flame out before it runs out of capital.
What’s the point of building a business with a ceiling? It should get easier and easier to grow a great company as people get to know you and the product improves.
And that’s because you’re not just converting customers, you’re converting the market. All the companies, and voices, and aggregators, and distributors come to your side to make it easier to go to market.
Imagine if you got really good at working together with others to go to market? The costs of reaching customers go down. The audience you can reach expands through the networks of your partners. Your brand spreads on its own through word of mouth. Customers are naturally attracted to you.
You could grow faster, yes, and you can grow better. Now you can take on bigger problems because you have others to work with in the market. You’ll have your routes to market established. You could add second and third products. You have roots a market that give you a longevity that graduates you from startup to enterprise.
That’s the dream, but what’s the reality? It’s hard enough organizing your own business and your own go to market that who has time to take a risk on organizing other companies to go to market with you?
Well, we do. We’ve done it for decades. We’re good at it. And we know how to build a platform to make it effective.
You shouldn’t trust our word for it. You should trust the results. Join the network and let us find opportunities for you. It’s free. It would have taken you less time to join than to read this essay, so why not just get on with it?