Josh Quittner’s piece in the 4.20.09 issue of Time is titled “Get Rich Slow.”
How dazzlingly appropriate. I like it. It is the kind of title I want to wave at people all of the time, especially those that want a startup success without the work, or marriage to a rich person without having to love them. Both just don’t work for me. More importantly, they usually don’t work at all.
But back to Time. It’s a fun piece that says now’s a good startup time. It gives examples of creative people who are making a lot with a little.
All good – but here’s the punch. Try your idea out, and get some revenue. Get some paying users before you ask for money.
Is this true in my world? You bet. But a few aspects of this piece ( read it; it’s short and accessible) need clarification.
1) Should you have customers before you go to get funded?
Yes. Some get funded (angelically usually) before they have customers. But not so much lately. Having customers increases your credibility exponentially.
2) But that means I have to go to market on my own power. My own sweat and dollars.
The short answer is yes. But consider Tom Sawyer. He was supposed to whitewash a fence, and he somehow charmed his pals into doing it. While you definitely have some work ahead, find ambassadors to use, love and chat about your product on Facebook and Twitter. Alpha and beta on those you know. Don’t promise money; do like Tom S. and make the whole thing fun.
3) But I need money before I can make my complex, fantastic product.
Sit back and think here. Say you don’t get money. What happens then? One of two things: 1) you go back to your normal job that pays your bills or 2) you do 1) and scale your project to something not requiring an entire manufacturing plant.
Example: Say you want to build a device that connects to a smart device or phone, and enables online shopping. It stores your info, it keeps your budget, it tells you about offers in your area.
But that device part needs money.
Ask yourself the big questions – what am I really trying to do, and in what sequential steps could I do it, if money was not available?
The answer (one of many) is this. Your original plan was device +app. What if you start with the app, and write it for an existing device like iPhone? Your cost and time to alpha/beta just went down considerably. You choose to build a quick website and you grab some server space unused by a friend’s company.
You have a product. You have testers, you have users. You have spent little money and feel entirely unglamorous. But you have a more viable funding idea for this time in history.
Take that idea out, convert it cash positive, and then (months, year later) throw out that other idea.
Or maybe you won’t even need to.
This is only a high level example of course – take it conceptually and apply it within your own frame.
4) But I cannot pay myself just yet.
Are you doing this to pay yourself or because you have the best idea and plan, and a huge passion for doing? This is not a cliche. Do the right thing and do money second. If money is priority 1, please work for someone else right now. Wait until your plan clicks – with you, and with others.
5) But I thought business plans were passe?
No. Again, no. What is to be avoided is the analysis-paralysis of planning for inertia. You always need a plan. What is different now is that early plan action – concurrent doing and planning, clairvoyance for all, is recommended. Get your widget to market. But plan the go to market, and do so flexibly.
Note: Flexibly does infer “inexpensively.’ Considering the social media toolbox out there, this is not impossible. You will be in charge of your own idea. Daunting, yes. Also ideal in a lot of ways.
6) Do I actually have to eat ramen?
No, but have you tried it? It’s actually quite good.
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www.time.com“Get Rich Slow” Josh Quittner 04.20.09. Page 42 of print edition.
(Note to Time: Hate quotas, but I’m pretty devoted to reality. Your article might want to have photographs of female and non-white entrepreneurs, who in very real life are right out there and have been bootstrapping creatively for ages. With no disrespect to the geniuses like Paul Graham who are pictured (great!), I was surprised by the monochromatic photo array.)