Setting a Commercial Mindset from the Start
I work with companies at different stages - from entrepreneurial beginnings, through SMBs, to established enterprises. However, the ones I typically engage with are usually on the verge of launching a product. My dream? To make businesses realize that commercial professionals - whether it's marketing, strategy, or business development - should be by their side from day one. This is not just a priority, but the first priority.
Why?
We are here to predict and prevent costly mistakes before they occur. Whether it’s when you are seeking funding or when that dream deal lands on your desk, those hasty decisions from two years ago could come back to haunt you. Commercial thinking helps prevent stumbles that could derail your growth. We make sure every aspect and stakeholder is considered. Trust me, I know what it’s like to have the Board breathing down your neck for sales. Our job is to assess everyone's needs, advise wisely, and prepare you for the impact of every decision. In short, we remove blindfolds and help you walk a deliberate, chosen path.
Think of us as the experts in delayed gratification. We analyze, question, and eliminate poor choices, ensuring you make decisions that count. While we cannot control everything, we foresee most challenges and guide you in minimizing their impact.
In this series, we’ll explore four key reasons to adopt a commercial mindset from the start, plus a bonus:
- Setting a commercial mindset from day one (this blog)
- Understanding Your Market Before Building the Product
- The Role of Pricing Strategy in Early Commercial Success
- Building a Scalable Business Model from the Start
- Bonus: Monitoring and Adjusting Your Commercial Strategy Over Time
The Human Factor
If you ask investors or strategic partners what drives their trust in a company, most will say: the people behind it. Beyond personality, they want to see how well you communicate and how solid your planning is. Show them that you’re in control, that their money is in safe hands.
Why Setting a Commercial Mindset Matters Early On
Many startups are laser-focused on product development, often neglecting the commercial side. Commercial strategy is not just a phase - it’s what ensures your product will actually fit the market and succeed long-term.
By incorporating commercial considerations (pricing, target market, customer segmentation), you avoid common pitfalls like scaling too soon or misreading market demands.
Aligning team with business goals: From the start, align your team’s focus on both product and market success, ensuring everyone understands that financial viability is as important as innovation.
Typical Pitfalls to Avoid
Misjudging market fit: failing to align product offerings with market demand can result in developing a product no one actually needs or understands.
Potential outcomes: wasting resources, losing valuable time, exhausting stakeholder trust, and damaging the brand's reputation.
Underestimating costs: without early commercial considerations, you might set unrealistic revenue expectations and under-budget your go-to-market plan.
Potential outcomes: increased financial strain, missed revenue targets, and an inability to scale properly.
By emphasizing commercial thinking from the very beginning, you are not only ensuring sustainability and growth but also building a foundation for long-term success. A well-rounded commercial strategy aligns your product with market needs, manages costs, and anticipates challenges before they arise. It positions your company to navigate the complexities of scaling, keeps stakeholders' trust intact, and ultimately creates a business that can thrive in any market environment. In short, commercial thinking is not just about surviving the early stages—it’s about thriving for years to come.
On a Personal Note
As a mother of two teenagers, I often draw comparisons between how I raise them and how I treat the brands I represent. I choose to love them because of their flaws, not despite them. Similarly, identifying a brand’s weaknesses helps build stronger strategies. Acknowledging and addressing these gaps minimizes surprises and equips both brands and individuals to handle challenges better.
Ready to brainstorm together? Let's meet.
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