Make your life easier by creating a product with a defined target

My previous startup prior to starting YesInsights was in the lead generation and outbound sales space. The product and service was straight forward: to help companies find sales leads.

For the lead generation startup, the market was defined. I knew who I was going after and I knew what they needed. I knew the pain point that I was solving and how my service was able to make their life easier. With a defined target in mind, I was able to increase my company’s revenue fairly quickly and grew a strong brand around it.

Moving forward, I’ve moved on from that company and made the decision to focus YesInsights — simple customer feedback through one-click and NPS surveys.

Me and my co-founders have been hustling on YesInsights for quite a while and we’re loving every moment and day of it. This time it’s a lot harder than the previous startup that I ran.

We created YesInsights for a simple reason. We were tired of receiving emails from Expedia, Hyatt, Virgin America etc. with long surveys that people just didn’t want to answer. We asked a lot of people in our network and they said the same. Me and my co-founder also noticed that it was never easy to provide feedback to the company without going through some tedious form/process. That’s why we created YesInsights, to make it simple for you to capture customer feedback across all platforms. Listening to your customers is important.

But we came across one big problem and that was the fact that anybody could be a user of our product. That sounds like a good problem to have right? Sounds like it….but in reality it’s not. We don’t have a defined target.

In the beginning, we thought Customer Success Managers might be a good fit, then we saw some political group sign up, so we immediately chased after companies related to politics. We saw a marketing agency sign up and immediately started going after SEO agencies just to learn that they might not be the best fit. It took us a long time of tweaking the copy, talking to customers, talking to strangers, asking random people in community forum questions before we were able to narrow it down to who our main targets are.

One of the biggest lessons I learned is that you have to talk to your customers. You have to talk to people in general. As a founder especially in the SaaS space, you need to be out there asking for feedback on your product and digging deeper within organizations to learn more about the way they work. Every company is different and every customer expects something different.

If you’re a startup that’s going through slow growth right now because your market is either too competitive or too wide range, hang in there and don’t give up. Keep talking to your customers and keep hustling. You’ll make it :)

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