Étienne Garbugli

Entrepreneur & Author of Lean B2B

What would they expect to pay for?

By Étienne Garbugli | March 21, 2012 | 0 Comment

We expect to pay for…

  • Food, clothes, electronics, most physical products.
  • Housing and insurance.
  • Phone service, Internet service, electricity.
  • Labor and professional advice.

We don’t expect to pay for air, freedom, friendship, love, personal advice, etc.

To enter a new market, you need to understand who pays who for what. If you know what people already expect to pay for in your industry, you know the needs and the budgets already assigned.

Although these needs are not set in stone and budgets can be created (we learned to pay for bottled water…), they are expected and easier to fulfill.

Creating something new for a new market with a new business model is dangerous. Feasible, but dangerous. Expectations and comparables serve a purpose.


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.


Leave a Reply

Your email address will not be published. Required fields are marked *

Read previous post:
How valuable is your network?

It's really easy to grow a professional network. You meet people, collect business cards and capture contacts. The more influence...