Daniel Vassallo was a software engineer who turned to entrepreneurship in 2019 and learned how to market his products along the way.
We’ve featured him in the newsletter a couple of times before 👇
Daniel recently shared on Twitter…
A 12 step marketing crash course for non-marketers
This part in particular stood out to me…
Once you find an opportunity you’d like to pursue, you should set a payoff expectation. Example: you plan to bring a particular project to market with the expectation of making $100K within 12mo.
You should have a viable hypothesis of how that expectation can be realized.
Example: to make $100K selling a $100 product, you need 1,000 customers. To get 1,000 customers at 1% conversion you need 100K visits on your landing page. To get 100K visits you need to spend X on ads. And so on.
If you can’t convince yourself you have a viable and profitable hypothesis, you need to adjust your payoff expectation, or pick another opportunity.
You don’t have an obligation to pursue every opportunity you encounter.
The common alternative to Daniel’s approach is “build it and they will come”… which rarely works out well 😕
Consider setting a payoff expectation for your next project.
It’ll force you to think through your marketing plan and expose any weaknesses or assumptions before you invest a ton of time and energy.
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