Startup Deconstruction

Jeff Bussgang
Jul 21, 2017 · 5 min read

Entering StartUpLand, was in part inspired by Tim Ferriss, who I don’t know personally but am a long time fan. Tim is the author of numerous books and podcasts and a learning guru. To learn any topic (e.g., a foreign language, a scientific field), he deconstructs it into “minimal learnable units,” like LEGO blocks, taking complex issues and breaking them down into simple components that are digestible.

One of my friends got me hooked on Tim’s podcasts a few years ago. Reflecting on Tim’s approach to accelerated learning made me realize I had accumulated a great deal of assumed knowledge about how startups work through my years as an entrepreneur, venture capitalist and entrepreneurship professor at Harvard Business School.

After decades of study, the science of running and growing startups has become well-established but not well-documented. The organizational paradigm of a startup is quite different than that of a large company.

There are a number of functions that have been reimagined for startups (e.g., startup sales, startup marketing), and a number of new roles that have been created (e.g., business operations, growth manager). These changes have all been done out of necessity and reflect the differentiation between startups and larger corporations.

While specific company innovations have been well-documented, the organizational innovations have not.

I also realized that while there were many books written for startup founders, there are very few books written for startup joiners.

Joiners are employees two through two thousand who join the founders to help turn the big idea into a big company.

The challenges for joiners in StartUpLand are very different than the challenges for founders. Joiners need to master a functional area of a startup in the context of the new organizational paradigm where they have zero training (e.g., young professionals out of college and graduate school).

Some joiners have been trained in the big company organizational paradigm (e.g., middle managers from AT&T, GE, IBM, Verizon).

Here is a flavor of what is unpacked in the book:

  1. The key components of each function of the startup organization — from sales to business development, from product to growth, from marketing to finance — including profiles of executives in each function to understand how they think about what is unique and particular to that function in the context of startups.
  2. A methodology for choosing which startup might be the best fit for you, including borrowing the due diligence paradigm we use as venture capitalists to assess the quality of a startup idea and business.
  3. The most effect way to get introduced into your desired startup and convince them that you are a good fit for the job opportunity at hand.

StartUpLand, as each founder finds out, can be intimidating for outsiders. When you are at the beginning of your startup, it isn’t obvious how to break in.

There are two winning techniques when embarking on the process of seeking a job in StartUpLand:

Arrange a Warm Introduction. Arranging a warm introduction to your target startup is the first test of your networking and navigation skills.

Many of these companies are full of people with social media presences and large networks. Even the companies at very early stages with thin websites tend to have information available about them and the leadership team on Crunchbase or Mattermark or LinkedIn.

You will be surprised by how many points of contact you have with a particular company or executive if you just take the time to map it out and think about how someone you know may be able to help you get to someone else.

In general, the startup community is incredibly generous with their time and has a strong “pay it forward” culture.

This means that if you are proactive and persistent, you can get in front of almost anyone.

Engage with your target companies and their executives through their favorite social channels by, for example, commenting on their LinkedIn or Medium posts and retweeting their tweets.

The most connected people, such as venture capitalists, angels and entrepreneurs, often attend conferences and give talks or sit on panels.

Find them afterwards and engage them in a content rich dialog. Put yourself in their flow.

I admit it may sound like it borders on stalker behavior, but it is very effective if you handle it diplomatically.

Come Bearing Gifts. The other technique I have observed for breaking into a startup is, once you have secured a meeting with an individual associated with the startup, be prepared to add value.

Articulate how you can help the company or individual you have contacted.

Try out the service or product, download the app. Read everything you can about this startup online. Talk to a few customers or — better yet — prospective customers about the startup’s offering to try out what it is like to pitch it yourself.

If you are a designer, come with a few specific ideas how to make the product better. If you are a marketer, come up with an idea for a new campaign or message or social media technique.

When you step in the room, you can walk into your meeting with a point of view.

Instead of merely pitching yourself and your work, engage them in a conversation about their work. When people are looking for a job, they often carry with them an ask, ask, ask for persona.

Instead, carry a gift — how can I help you? what are your challenges? Is there anyone I can introduce you to? Come bearing gifts and suddenly you’ll be perceived as someone who is adding value, not just a supplicant.

If you secure a warm introduction, develop a compelling narrative, engage in content-rich dialog and come bearing gifts, you will set up a two-way value exchange that will lead to exciting opportunities.

Entering StartUpLand comes out this fall. You can pre-order it here. To see more about the book and its content, check out www.jeffbussgang.com.

Startup Grind

The life, work, and tactics of entrepreneurs around the world. Welcoming submissions on technology trends, product design, growth strategies, and venture investing. Learn more about how you can get involved at startupgrind.com.

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Jeff Bussgang

Written by

Former entrepreneur turned VC @Flybridge, teach @HBS, author of Entering StartUpLand and Mastering the VC Game

Startup Grind

The life, work, and tactics of entrepreneurs around the world. Welcoming submissions on technology trends, product design, growth strategies, and venture investing. Learn more about how you can get involved at startupgrind.com.

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