Startups Anonymous Est. 2013 · Read-only archive
Questions

Deciding between targeting small businesses or enterprise

I’m building a marketing automation solution that is applicable to small businesses. However lately I’ve been looking into Enterprise needs and found that with some tweaks and customizations that Enterprises would be more appealing.

I’m wondering when should I make this decision? It’s obviously easier to build an MVP for SME since Enterprises would need all sorts of bells and whistles that large businesses often need (multi-user accounts, roles, permissions etc). Should I launch it for SME’s and add features to eventually draw in Enterprises, or build for Enterprises from the get-go (since it would be more lucrative and defensible).

Any advice from folks who have made those decisions would be appreciated!

6 answers from the community

AAnonymous· Apr 28, 2014

Go with where you have more direct customer access, because winning the first customers will be the hardest.

If you don't have at least 1 entreprise customer that you can sign up from your network on day 1, then I would go for SME. Sales cycles for entreprises can be +12 months, even if they are really interested in your solution. This means you'll need 12 months to find out whether anyone really cares for your product (which is terrible). The only caveat is if you have a great network and can bring 2-3 large customers from day 1.

I am more of a B2C guy, but this is a difficulty I've seen with many B2B companies that underestimate sales cycle significantly.

AAnonymous· Apr 28, 2014

+1 good advice.

Especially re the sales pipeline.

AAnonymous· Apr 29, 2014

OP here. Thanks for the advice. I'm going to bug my Enterprise contacts and see if there's any chance for quick traction, otherwise I'll stick to the current SME feature list.

AAnonymous· Apr 28, 2014

I've recently spoken to the CEO of a successful startup that has been growing its workforce like crazy. I asked him why not just stay 10 people and swim in profits (their SaaS service allows it) and he explained that a big enterprise client expects a team of around 10 workers dedicated to its needs.

Unless you have a really good way to get your first enterprise customer, I'd go SME.

AAnonymous· Apr 29, 2014

Thanks!

AAnonymous· Apr 30, 2014

+1 for the "glorious" whales being needy