[Editor’s note: This is a guest post by Brydon Gilliss. Brydon has held a number of roles but most recently he is the driving force behind lots of awesome in Guelph including a coworking space, ThreeFortyNine; a personal accelerator, Startupify.me; events, DemoCampGuelph; and a startup, 20Skaters.]
Have you ever wished for just another minute or two for that elevator pitch you delivered? What if, instead of an elevator ride, you were locked on a train with that investor?
Nowhere to run, nowhere to hide!
For the third year running, the Ontario Startup Train is back on July 9th. We will have several private, chartered cars on a VIA train with first class service and our own bar car where we’ll host our on-train events. We pack the train with startups, investors, and various players in our startup community and travel together to attend The International Startup Festival in Montreal.
“The concentration of the opportunities and discussions on the train blew me away. By the time we got to Montreal, referrals were flying.” Lloyd Longfield
Tickets include first class travel to Montreal from Toronto, our on-train activities, full conference access, and time in our Ontario Startup Tent at the festival to showcase your startup. If you already have your festival ticket, we do have train-only tickets.
First, a quick quiz…For this quiz, time is important as we want your gut instinct so you only have five seconds to answer before the submit button goes away. It’s multiple choice, there are only two options and you simply need to select one.
When you’re ready, go take the quiz and make sure to return here…
Pricing, Business Models and Virtual Goods
The topic of free and freemium pricing models is a regular one in startup land.While I’m sure it comes up on occasion in more traditional businesses, I have a feeling it’s much less the case. I don’t recall Mark pondering the option of offering free drinks and meals for the first six months at OX Restaurant. Or Beth considering just giving sweatshop free clothes away for the first three months at Grey Rock Clothing.
“When something is FREE! we forget the downside….we just can’t resist the gravitational pull of FREE!”
Over in startup land, it’s almost universal that first time founders plan to launch their product initially for free. While the free excuse list is almost infinite, a few samples include….
We really want to get people in and using it, get them hooked on the app before we start charging.
Because this is such a new innovative way of doing things, we can’t charge them, they just won’t pay until they use it.
Once we have enough users, we’ll start monetizing through ads but we can’t sell ads until we have the users.
A FREE image!
To be clear I’m not advocating against free or freemium models. In some cases they make great sense, however those cases are rare. What I am advocating is that you make that decision explicitly and can back up your reasoning. I have yet to speak with a new founder who plans on offering free initially AND has a good reason for it. Someone who’s explicitly thought it through and has clear, sound reasoning why they’re starting with free.
Making an Economic Choice
In new product development, what is much more important than free users are the hard no’s. What’s a hard no?
“Here’s a pink stuffed animal I made, do you like it?”
“Yes, it looks awesome, you’re a lovely human being, let me hug you…”
“Will you buy this pink stuffed animal from me? Will you please give me 20 of your hard earned dollars for this pink stuffed animal I made?”
“You want me to give you 20 bucks for this crappy stuffy you stitched together? Are you mad?”
There, that’s a hard no. It’s someone saying no, I don’t see enough value in this exchange for me. Hard no’s are money in the bank for startups, if you leverage them. You have to chase down every hard no and ask why, why, why? Why don’t you love me anymore? Why doesn’t my value proposition work for you? Would you pay $10? What if I included a lifetime warranty? What if it was $5 plus a lifetime warranty?
Starting with free removes your ability to get to those valuable hard no’s almost entirely. Now rewind the above conversation…..
“You want me to give you 20 bucks for this crappy stuffy you stitched together? Are you mad?”
“I’m just kidding, we’re giving them away for free as part of launching our new company, here it’s yours!”
“Thank you! I love you again, that was a close one”
See the difference? Few people can resist the power of free. You feel great about your pink stuffed animal, love is in the air, everybody happy, happy, happy.
What happens to the pink stuffed animal? The same thing that happens to most free software apps, it’s neglected and dies a slow quiet death in a dusty basement. Dad never says “hey, why aren’t you loving that pink stuffed animal? I paid $20 for that you know?!”
Here’s the thing you must realize, free is a reality distortion field of it’s own. We can’t control ourselves around free. Remember the quiz at the top of this post? I’m quite confident that greater than 75% of you chose the free option even though it’s not a rational choice. A $30 giftcard for $5 offers you $25 in value. A free $20 giftcard offers $20. That doesn’t matter since we go bonkers around free!
“Zero is not just another discount. Zero is a different place. The difference between two cents and one cent is small. But the difference between one cent and zero is huge!”
Clearly the rational choice is the $30 giftcard but free messes with our minds. In the book Predictably Irrational: The Hidden Forces That Shape Our Decisions, the author Dan Ariely digs into the details of how we tend to apply either market norms or social norms in these situations. Free confuses your customer into applying social norms instead of market norms. This will certainly increase your user count but if you’re building a business you need to iterate to a value proposition that works when customer’s apply market norms to them.
If it makes good sense, free it up! Just be aware how powerful free can be. Depending on how you use it, it can help or hinder you. Offering free prevents your customers from applying market norms to your offering. Having customers applying social norms can distort your offering in ways you may never recover from. Good luck selling those $20 pink stuffed animals six months from now!
Update: The event date has changed to June 10, 2013.
In partnership with Via Rail consider this your official invite to our Ontario Startup Train wine and cheese on June 10th at Union Station in Toronto. We hope to get all our train attendees, alumni from last year and anyone considering coming this year together to start connecting and meeting before we even board the train. If you haven’t bought your ticket, come out and meet us.
If you don’t have your train ticket yet, grab one now as we will sell out again this year. Our early ticket purchasers get dibs on spots for our on-train mentoring with the likes of Jim Estill, Zak Homuth, Brian Kobus and many more.
You remember the roadtrips of your youth, some with your parents, some with just friends. For our greatest roadtrips, we remember the journey the rest of our lives but often pause and think “where were we headed?”
“Sometimes it’s a little better to travel than to arrive”, ZAMM, Robert Pirsig
Last year we organized a roadtrip for startup founders and funders. We reserved our own car on a Via train and packed it full of entrepreneurs. Our destination was The International Startup Festival in Montreal for three full days of meeting, conversing, learning and working with a truly international audience of startup people.
This July, we’re aiming to have three cars, two passenger cars along with a bar car that we’ll use for our on-train events.
Startup conferences are very different beasts compared to their corporate cousins. People aren’t attending “because my boss sent me”. Instead the majority have spent what little pocket change they have to get there. The result is a conference filled with hustlers motivated to get a ton of value out of being there. We hope to help.
Instead of wasting your travel time, join us on the Ontario Startup Train and let’s get organized before we’re even registered for the conference. Our hope is to get you thinking and sharing what you need to get out of attending this conference before hand. Sharing that with other people on the train means it won’t be just you hunting for an introduction to Dave McClure or speaking to that potential partner you want to invite into your new project.
The moments we choose to celebrate say a lot about what we consider important. They’re a proxy for the metrics we value, because we’re signalling to others by their very celebration. And yet, I’ve always been of the belief that startups tend to celebrate the wrong things.
If that’s true, what signals are we sending? We celebrate product launches, government grant acceptance, fundraising, winning pitch contests, and so on. Too often, these are the vanity metrics of our startup ecosystem.
Of course, some of these events are worthy of celebration. A grant lets us live to fight another day; a winning pitch might drive sales or help us to hire a key employee. But they would be way down on my list, personally, if my goal was to build a real business. Let’s stop concentrating on celebrating events like taking on debt or winning what is often little more than a beauty contest—and focus instead on what we should celebrate but rarely do.
At ThreeFortyNine, we celebrate the achievements that matter to the business model. Consider, for example, the first time you sell something to a complete stranger. That’s worth celebrating because it’s the first sign your business might have legs of its own. In our Founder’s Club events, we celebrate selling our first train tickets to strangers; Foldigo celebrated its first-ever sale to a stranger. Our plan is to build up this list and move it into our monthly socials.
We’re building our Startupify.Me program around the concept that talented developers stepping into startup life need options. Incubators, accelerators and government grant programs funnel them into a single, traditional path thereby discouraging experimentation. We want our cohort to have the option to create a lifestyle business or a even a small, local business—if they choose. Of course, any of them can still try and swing for the fences, but they have all options in front of them.
“We didn’t get to where we are today thanks to policy makers – but thanks to the appetite for risks and errors of a certain class of people we need to encourage, protect, and respect” – Nassim Taleb
Only in recent years have books like Lean Analytics begun to draw out the real risks of obsessing over feel-good data that does little for the business—so-called “vanity metrics”. There’s a very real danger if a young entrepreneur believes that success comes in the form of taking on debt, winning a pitch contest and launching a product. Those may be required for some businesses but they shouldn’t be misconstrued as success.
Part of the challenge here is the proliferation of what I call success turnstiles in our ecosystem. These are entities whose prime motivation is to funnel as many businesses as possible through their turnstile. It’s a pure numbers game for them as they chase their success metrics. These entities tend to be government funded and these success metrics are defined by bureaucrats and can be tracked up the organizational hierarchy to a speech-writer’s desk.
We need to lead real conversations about what success is because it comes in many shapes and forms. Advocates of this more mindful form of celebration include Jason Cohen imploring founders to get 150 customers instead of 1000 fans and Rob Walling helping startups to start, and stay, small.
Here’s an initial list of milestones and accomplishments worth celebrating to get you started.
Performed 30 interviews with real potential users.
First customer acquired.
First customer acquired and you have no idea where they came from.
Covering your monthly personal costs.
Identifying the first product feature a potential customer will pay cash for.
Which vanity metrics need to stop being celebrated? What do we need to celebrate more?
You have David saying we can’t all be founders, you have Jevon being honest about why he’s a founder, and then you have me ranting about vomiting on your footwear and then there’s Debbie Landa‘s “club of crazy“. Start reading the comment sections on those posts and things get even muddier…..You have to love problems or not, know your role, find your motivation? If you’re considering being an entrepreneur and starting your own business, how do you decide whether to make the leap?
There is a game to this entrepreneur deal. It’s a thing, you can point at, and you have to respect that game. In my opinion, it is the greatest game out there, period.
Creating something from nothing is the most difficult thing you can do. In business, I have the utmost respect for anyone who is able to create a viable business out of nothing. A few stories to add some colour….
In a previous life I rock climbed. It’s likely the coolest sport I’ve ever participated in. Few other sports require the mix of physical requirements, mental fortitude, training, preparation, and ability to deal with plain old fear. I know lot’s of folks who consider themselves climbers. They bought nice gear at MEC and hit the indoor gym every week.
Those people don’t love climbing, they love the idea of climbing. They love the way it looks in a magazine and on tv but that’s not climbing. There’s a filthy grind to climbing. It’s constant cardio work, training in the indoor gym, stretching. It’s packing up all your camping gear every Thursday night in order to leave town as early as you can Friday to get to the crag and setup camp before it gets dark. It’s getting up with the sun, climbing all day. It’s getting home late Sunday night, dropping your gear on the kitchen floor and crashing. Then Monday night you spend the evening cleaning ropes, gear and tents. And on and on.
Pick another sport, ice hockey. Yes we all dream about raising the cup, skating in front of massive crowds, making millions but that’s not hockey. Hockey’s being in the gym five days a week, 6 am practices, lost teeth, chipped elbows. Very few people have the raw skill but even less have the determination required to survive the grind.
What do NHL players say when they retire? Almost universally they say something along the lines of “I still love the game, I love coming to the rink, I love my team, my fans. But I realized I couldn’t put my body through another off season of preparing”.
Creating something from nothing isn’t about TechCrunch, billion dollar exits, multi-million dollar acquisitions and launch parties. Those may come and when they do, the best will enjoy the moment and then sneak away from the party, head back to the office to return to the grind. If you’re going to do this, remember to respect the game we play and love the grind!
On the trip home from a conference last year, it struck me how lonely it was. Yes I talked with people on the train. I had wifi and a phone but I didn’t have anyone who had shared the awesome conference experience I’d just been through, I wanted to keep it going. Returning to my city, I wanted to keep it the momentum rolling there as well.
I happened to have attended an amazing conference named BitNorth. In the case of the crap conferences, the travel back and forth is even more torturous. BitNorth is unique in that it really attempts to leverage what are typically considered the fringe elements of conferences.
All this left me wondering if we could make crappy conferences better and great conferences awesome by explicitly building up the fringes. We, at ThreeFortyNine, are taking our first shot at it this July. We’re cheating by starting with an amazing conference with The International Startup Festival in Montreal. We’re getting ourselves our own first class car on a Via train to travel to the conference and back from Toronto, Guelph, or Kitchener-Waterloo. We’re filling the car with founders, funders and startup junkies. For us this experience starts when we hop on the train and it doesn’t end when the conference ends. It won’t even end when we get off the train since you’ll be returning to your city with a group of friends who’ve shared this experience with you. We’ll conspire, plan, meet and keep the momentum going.
In the case of the best roadtrips of my youth, I can hardly recall what our destination was. It’s the getting there I remember. It’s the getting there that was the starting point of something bigger.
Join us this July as we bring the Ontario startup scene to Montreal and give them a peek at who we are and what we’re building. Clearly we have limited seats on our train car so when we sell out, we’re sold out for realz.
I met with a friend this week who has a job. He’s working on a side project with a friend. They both hope to leave their jobs in the near future to work on this new side project full time.
Both partners in this side project have kids, young families. One of the questions he asked me was around fund raising. Specifically the concern that raising funds from institutional investors or angels may put them in a position where they’re being forced to work more than the 60 to 70 hours they’re currently working. Ultimately the concern being that they’ve seen people lives ripped apart by this.
My response was reasonably simple. Product based businesses can, and likely will, consume you and everything in your life. Services based businesses are a lot of work, products are all consuming. If your personal relationships and your support systems aren’t strong, they will get ripped apart. You can’t blame that on investors or entreprenership.
Now for the good news. If your project does not consume you then you have the wrong project. Drop it and move onto the next one or go ask for your job back. Investors won’t force you to work long hours. If they need to, wrong project, drop it, move on.
I’ve said this before, I don’t believe in the myth of work-life separation. In fact, anyone who brings it up with me, I immediately know they have a job they don’t like. Work-life separation was born of the industrial revolution. You need it to shield that crappy job from your life. Now, full disclosure, I’m drafting this post at 4:21am while you’re cozy in bed. People often use that measure “are you excited to get out of bed and get to work in the morning?”. I use the measure, if you’re sleeping well every night then you may have a job.
My work is my life. My life is my work. I bring all of me to both. Work makes my family stronger, it makes my relationships with my kids stronger, they all feed off each other. The last time I had a corporate gig, my family suffered. That’s just me, I’m not suggesting it’s you.
If you have a great work-life separation today, I’m not advocating you change anything. If, however, you want to work for yourself someday then it’s time to start tearing down that divider. Start by bringing more of you into your work and more of your work home. Don’t worry about losing it or maintaining that barrier, start destroying it. It’s the only chance you have of success out there.
Incubators are built for the young. Students exiting school are already living the ramen lifestyle. That means they’re cheap, they have no kids, no meaningful obligations and there’s a good chance they’ll work close to 24/7. It sounds dreamy, if you’re an investor.
I’m old. I have kids. I’m not moving to Boulder or California for 12 weeks. I don’t play games in the office or do busy work. Why aren’t there incubators for me? I look at the incubators like 500Startups, YCombinator and TechStars and that is what I want. I just can’t participate. I can’t do the work and change my family life the way they’ve structured it.
What I need from a incubator is…
To Pay My Own Way
While new graduates come cheap, grownups are capable of paying their own way. I’d rather work with someone who has some skin in the game over so-called low-cost labour. I’m willing to make an investment in a startup as a career choice.
While most incubators offer low, bordering on zero, salaries that barely cover living expenses for someone living on the ramen diet. This doesn’t work for me. I need to be able plan for my family and my kids. What I need is something closer to an executive MBA program or a sabbatical. Continuing education programs are interesting because current employers and banks will let you borrow against your assets to get started. It requires larger savings or a working spouse to be able to fund my family during the initial startup experience. I’m willing to buy in to make this happen.
Hunger, Drive
Many new graduates will compare working in a startup with a plain old job. This startup thing is cool and all but it’s a ton of work and my buddy working at AcmeTech is already done work for the day and playing XBox online. Building a business offers you freedom. Freedom from what? Corporate politics, busy work, crappy work, basically the standard boredom of the 9 to 5. How can you value that if you’ve never had a shitty boss?
I work for more than myself. My family and their future is what drives me forward everyday. I work hard when I’m working. When I’m not, I’m with my family and friends, I’m taking my kids to hockey, piano etc. What I’m not doing is placating my boss with more busy work.
I want to build a successful business for me.
Access to Mentors
Tell me if you’ve seen this. You’re sitting around a table discussing your projects and companies. Someone leaves the table early. One of the people remaining at the table proceeds to lay out in detail why that guys venture is going to fail. Why didn’t you tell him that when he was here?
The solution is for the guy who left early to get a cheque from the remaining person. As soon as she writes that cheque, she’ll sit that guy down and tear him apart and he’ll be better for it. Startups can drown themselves in mentors and advisors. I want to be at the table everyday with people truly invested in my project. Failure for no reason is not an option.
Learning The Right Skills
If you have a job today in technology and aspire to be an entrepreneur, typically the first step is to quityour crappy day job. You don’t have a team and project for your new business so you start consulting to pay the bills. You’ll be a great consultant, you’ll learn how to sell your hours, how to find clients, how to deliver services well. Skills that have almost nothing to do with taking a product to market. Once you head down this path, the likely destination is lamenting over some pints how “I was going to do product back when I left my job”.
Startupify Me
Startupify certainly wasn’t conceived as an incubator for grown ups, however, it does fill a lot of these gaps. While it likely constitutes a pay cut, we pay you to work on startup projects learning new technologies and the startup game. We partner you with established businesses who have a proven track record of creating sustainable businesses that deliver value to their customers. Everyone at the table has skin in the game. We go into our client companies, find and develop opportunities to build differentiated software to grow the stand alone value of their business.
If you have work experience as software developer and are ready to join the entrepreneurial revolution, we should talk.
For the third year running, the Ontario Startup Train is back on July 9th. We will have several private, chartered cars on a VIA train with first class service and our own bar car where we’ll host our on-train events. We pack the train with startups, investors, and various players in our startup community and travel together to attend The International Startup Festival in Montreal.
