Do you need the Customer or .....!

When an aspiring founder of a startup was complaining about the difficulties he was facing in being able to reach out to the decision makers in his target segment, we had this short conversation.

Me: What reasons do they give for not giving you appointments?

Founder: They are available only on Tuesdays because their customer footfalls is the least on that day

Me: Excellent!! So why don't you take their appointments on Tuesday? That way you will have quality time with them without much interruption

Founder: I am working and hence cannot go out and meet them on tuesdays.

I was initially shocked on hearing this response of his because he was not aligning himself with his business requirements but instead trying to force-fit his venture to suit his current limitations.

I suggested him to have an arrangement with his employer wherein he will work on Sundays and take off on Tuesdays so that he can meet his potential customers and make some inroads there.

Its very easy for entrepreneurs, especially founders of startups to fall into the trap of defining the agenda as per their limitations and convenience rather than that of their potential customers!!

And sometimes it becomes even more dangerous when they choose their customers on these lines rather than on real issues!!

I have known several founders who had decided for example to focus on businesses in a particular suburb purely because it was closer to them and their commute would be easier and quicker.

You may recall reading this previous article of mine where a founder started his specialty restaurant in a particular locality largely because the rents were affordable and then found the going very tough.

Nothing else, absolutely nothing else, matters except the customers' convenience!!!

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The Author is the Principal Consultant at Idea To IPO Growth Consultants