Conservatively

In theory, the level of competition is proportional to market size and market size is proportional to competition.

Anyone can be tempted by entering a market with an intense competition. A common business plan statement is: “market size is estimated at $100 Millions, we assume conservatively to get $1 Million”.

Never conservative enough, I think. Top players have marketing budgets matching their size, and newcomers-business will be hardly profitable.

Code Vs. Software

People use either “Code” or “Software” as if they were synonyms. Sales-engineers often use “code“. Sales-non-engineers always use “software“.

The distinction between Code and Software is subtle. Programmers write codes, the list of statements that give instructions to computers. The software is the end product: what the users perceive.

When demoing the software, the above difference can be significant. It’s software what our customer is buying.

There Is Never Only One Consumer

I’m wondering who is my customer.

In our Interlocked world, identifying the customer is not easy. From a sales person perspective, the customer might be the engineer who uses the software, or the IT person who tests it, or the manager who decides. There’s a whole team behind every customer. Users,  influencers and buyers are Linked-In, ruling other buyers.

From a sales manager’s point of view, the primary customer is the sales representative. Sales people are the intermediate buyers; they might see product benefits you have not considered yet.

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