Étienne Garbugli

Entrepreneur & Author of Lean B2B

Make sure you rule the sandbox first

By Étienne Garbugli | January 13, 2011 | 2 Comment

Any project starts with a model (paper, mental, miniature, prototype, etc).

To validate the model, we ask a variety of questions based on metrics we define. Does it look good enough? Does it sell enough? Do people like it? Etc.

Although these questions can help validate the model, only client referrals can tell you if your business is to have marketing success.

If the community around your business is viable and self-sustainable – every new client bringing in another client (+1) – beyond friends and family, chances are, it will be when more people get to it (Raphael Ettore).

Until then, forget about beta, alpha, etc; build a model that works beyond your circle and expectations. Once the model is sustainable, and only then, take it out of the sandbox and start investing money into marketing.

How likely are people to recommend your current business?


Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a three-time Startup Founder, a five-time entrepreneur, and a UX research expert. Etienne is also the Author of Lean B2B: Build Products Businesses Want. Lean B2B is a framework used by thousands of entrepreneurs & innovators to reduce the risk of their B2B ventures.


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