When it does everything, it sells nothing
Technology can solve a hundred problems. Which is exactly why so many tech businesses struggle to sell. Rather than commit to the one problem worth owning, they hint at all of them, worried that they may miss out.
The message becomes "it does everything,". But buyers don't want to buy everything. They buy solutions to problems they have right now.
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Meanwhile value leaks out the side. While tech firms typically focus on selling the technology, they often unwittingly give the rest of their value away. The advice, the solution design, the support, the methodologies, the ways of working, all get given away to make the technology sale. These are often the parts customers value most.
We help tech firms to clearly describe their offer, in terms clients understand, so they are ready to buy. We also help them to clearly identify where the real value in the complete offers lies, ensuring our clients maximise their revenue opportunities.
Narrow your aim. Widen your value.
It sounds like a contradiction. It isn't.
Commit to the one problem you solve best, for the people who feel it most. A sharp proposition beats a broad one every time. It's easier to understand, easier to sell, and most importantly, easier to buy.
Narrow your aim
Widen your value
Understand everything you deliver to to solve your customer's challenges. It's not just the software or the technology, but the expertise, commercials, service and know-how around it. Often the value really lies where you least expect it. The important part is that you get paid for all of of it.
Is this you?
We work with technology businesses that haven't yet turned what they've built into a focused, sellable product.
That usually looks like one of three situations:
YOU'RE EARLY
You're defining the offer before you commit to build and go to market. The technology is capable but the proposition and the roadmap aren't clear yet.​You know you have something, you're just not sure how to pitch it.
BUYERS DON'T GET IT
You've launched something you believe in, but it isn't landing with prospective clients. Buyers are interested but can't see how it works for them. The technology isn't the problem; the focus and framing are.
You've hit a ceiling
You've grown on technical strength or founder drive, and now the business needs to productise, prioritise and scale beyond the founder.​You know it works, but you need to take things to the next level.
We work across deep tech, SaaS, martech, software development, and tech-enabled services, including agencies or professional services firms that have an existing or emerging technology or AI offer.
The Value Lab
The Value Lab is our methodology for developing a clear product and service plan with targeted value propositions, a clear roadmap. Most importantly, it gets your team aligned around an agreed business strategy.
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The Value Lab takes your leadership team from a room full of opinions to one agreed direction: A sharp proposition, a clear target market, a sharp view of the value you should be charging for, and a plan to take it to market.
