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CREATE OR CONQUER

BALTHAZAR DE LAVERGNE

THE STARTUP ADVICE PARADOX

✓ No advice is general✓ Ex: Before and after P/M Fit✓ Know where you are!✓ And think about every advice with that framework

MARKET IS EVERYTHING✓ NO TEAM BEATS THE MARKET

✓ SO YOU’D BETTER LISTEN TO THE MARKET AND UNDERSTAND WHERE YOU ARE :)

✓ IT AFFECTS EVERYTHING

CREATE OR CONQUER

✓ The dot com bubble✓ Affects every aspect of your company✓ Market Size, Time to adoption, Finance✓ You can’t change the technology adoption

curve

WARRIORS ARE NOT ALWAYS GOOD RULERS

✓ Even in politics✓ Peace Time vs War Time✓ Choose who you are

WHERE ARE YOU?✓ Creating a market✓ Conquering a market ✓ Resegmenting a market ✓ Cloning a market

CREATE A MARKET✓ It takes time✓ You’re not Blablacar✓ You need to cross the chasm

SO✓ Product is more important than

marketing✓ Value proposition is more important

than pricing✓ Convincing the clients is more

important than fighting competitors

WHAT YOU NEED✓ A self sufficient team✓ A simple strategy: 1000 FANS✓ Things that don’t scale✓ Fake it until you make it

RISKS✓ Future competition✓ Spend too much money✓ Hire too fast✓ Not crossing the chasm

CONQUER A MARKET✓ Build something people want ✓ It’s violent✓ Product and execution are everything

SO✓ Y o u n e e d m a r k e t i n g a n d

differentiation✓ You need aggressive pricing✓ You cannot be at peace until

everyone else is dead

WHAT YOU NEED✓ A team of warriors✓ The best product✓ An excellent sales team✓ Steady growth

RISKS✓ Lack of branding✓ Lack of sales power✓ Incumbents are strong

RESEGMENTING A MARKET

✓ It’s Create meets Conquer ✓ It’s violent and pretty long

SO✓ You need to be prepared for a long

fight✓ You need strong differentiation in

the beginning and .. ✓ .. you need to be right in the end!

WHAT YOU NEED✓ Everything :)✓ And a lot of money to keep up with the

second part

RISKS✓ All the other risks AND✓ Lack of cash✓ Wrong intuition on where the market

is moving

CLONE A MARKET✓ Get your market research right✓ Execution is everything

SO✓ You need to hire killers✓ You need to grow every week✓ You will need a lot of cash to survive

:RISKS✓ Lack of speed✓ Wrong market hypothesis✓ Being beaten by the original

business

WHERE ARE YOU ?✓ It should be obvious✓ Sometimes it’s tricky (Slack)✓ Don’t fool yourself✓ And think of every advice with this framework

THANK YOU !