Why Programmers MUST Find a Co-Founder To Handle Marketing & Sales
You don’t need a co-founder.
There’s no reason you can’t build and launch a product and get hundreds of paying customers by yourself.
You just need to learn marketing skills.
Technically, I agree. You could launch your product yourself. No one can say that’s not possible.
The problem is once you start thinking that way you are on a slippery slope. Instead of trying to build something bigger than yourself, you start adding more hats onto your own role.
Before you know it you’re struggling to get any traction and cursing the gods because you’re too busy wearing all the hats to be able to do any of them well.
It’s almost 2017 and if you want to compete in SaaS it’s not going to be with a 1-man shop. You need to be thinking, from day 1, about how you will be able to compete in the hyper-competitive landscape the Internet has become.
One of the smartest things you can do to grow a young business, is to split up the workload.
Think of how much better your product will be if you can solely focus on writing clean code, killing bugs, and tweaking your UI. While someone else with just as much expertise as yourself — but in marketing — focuses solely on growing your email list, social profiles, and strategic partnerships.
I’m going on my 11th year building Internet businesses. It’s not getting easier. Sure, the software is getting better, but the competition is tougher than ever.
You can blame it on Gary Vaynerchuk teaching all the big brands that TV ads are dead and digital is where it’s at. They are listening and recently Proctor & Gamble moved 35% of their budget to digital.
They aren’t the only ones.
The Internet is not an obscure marketing channel anymore. It’s THE marketing channel. It’s mainstream now and it won’t be long before the window is closed for even small shops to be able to play.
Did Noah Kagan build SumoMe by himself?
Did Sean Ellis build Qualaroo by himself?
Did Marc Benihoff build Salesforce by himself?
Speaking of Benihoff, he actually had both skillsets. He interned as a programmer and was a star marketing employee for Oracle. He didn’t try doing both though. He had bigger visions.
If you just want to validate your idea, sure read a few marketing books and do a small launch. However, if you plan to have long term success you’re going to need someone who can focus solely on growth while you focus solely on product quality.
Drop either side and you’re quickly digging your deathbed.
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