BV: "Let's say, you're going to be working in the AI healthcare domain and you are looking to hire great talent. And now you just raised about $8 million. Now you could come out of stealth and make an announcement. And lots of people will pick this up. Also as part of the announcement you can give a small glimpse of what you're doing without revealing too many things. But the main purpose for you is to attract talent. If you want a bigger impact in the market, then people don't announce when they win. Let's say the funding round happens today, instead of announcing the same day, they will wait for six months. When they have those two or three customers, that is when they announce. Let's say, the company has raised $7 million and with a certain set of customers, the excitement in unwrapping is much more real. I'm not only announcing the funding, but I'm showcasing customers as well!"
Founder: Is it a sort of validation for your product?
BV: It's a validation of your product. Exactly. So these are the two different strategies that companies normally adapt. So it depends on what your needs are, and how and, and what you want to do with that launch. Because if you just launch it, just send out a press release, nobody is going to care for you. I mean, you've you're one among thousand press releases that go out every day, it has no meaning at all. So the press release has to have some meaning, there has to be some meat behind that. So either it has to be fundraising, or it is fundraising with customers, right? It becomes stronger that way, your launch will become very strong at that time.
On Positioning-Pipeline-People-PR: What's your "onlyness"?
On day five of the Founder's Workshop, we went over marketing essentials, and BV talked about differentiating your offering in the market leveraging your "onlyness":
BV: "We can deliver applications 10 times faster than anybody else. So that's a unique differentiated value. When you are launching, you have that differentiated offering. Don't worry about whether somebody else is going to work on it a year or two years from now, because your only ness will continue to change with time.
So some of the examples are: one of our own companies in FalconX, a company called Tetrate, is a startup building the only enterprise service mesh platform. There is a service mesh that a lot of other people are using, but no one is actually doing this for the enterprise. So now we say we are the only enterprise service mesh platform. So it's very clear. If someone reads this, they know, this is for the enterprise. And these are the go-to people who make this product ready for the enterprise. So there is another example of this company called cast iron. "