Alarm signal: Speedinvest study says that 84% of European(!) Investors find European #unicorns overpriced vs. such in the US.
Good news first: Foreign investment still flows into European startups for it's advantages in educational systems, talent pool, etc. Find the original report here: https://lnkd.in/e-CF3g6J
But a 84% "overpriced" verdict is a shocker.
Beyond the known systemic factors (e.g. fragmented support landscape) some 49% of respondents point to startups' #managementquality as key to the issue.
That's some tough love.
Comparing the statement to 20 years of my own experience I admit to agree. Any solution brilliance fades away where business savviness is lower than at your competitors.
And that's where European founders often under-estimate their US peers - or accept it as mystical fact.
But it is not_a_mystery!
It goes beyond knowing customers' actual decision-makers, beyond producing the best RFQ responses and beyond nailing vendor pitches... Or solution-fit... or price... And it's not about paying the right "influencer"...
Demystifying part 1 of 3
The #b2btech decision-making game involves parts of the playing field that are less commonly understood in Europe compared to the US:
>> In 3 of 4 strategic decisions on b2b technology and services the primary impact on shortlisting and buying is related to vendor's evaluations and recommendations by independent industry analysts.
(Not talking pay-2-play fake analyst reports - but those who build their own market value on fierce impartiality.)
Whether you like it or not:
Industry analyst reputation cannot be purchased like a bit of marketing automation on your website.
Demystifying part 2 of 3
It can only be earned over time:
>> With in-depth briefings, and many off-the-record inquiries and discussions.
>> By explaining your thinking based on data, open where it hurts, and sober where others over-promise.
Investors like a16z or Sierra or Sapphire recommend engaging with IAs early and strategically.
Demystifying part 3 of 3
Hence, demonstrating that you're using this part of the playing field, with established analyst relations, does boost your investor attractiveness.
>> Because it reduces their risk.
>> And it unlocks strategic opportunities earlier.
I can get you a lot of data and experience on this matter.
First advice:
Get up to speed way before(!) it becomes a checkbox on your next investor's requirements list. So that you stand out when it matters.
Timing is everything.
Comments