Startups / Entrepreneurship

Clock-with-clean-background

Content is the key for progression, not the tech

26/2/19 — Late night thought on how communication is key for culture progression, and in turn, the content.

A late night thought pops up as I’m reading stuff about coding and web technologies. It triggers me to think about what I am doing, learning is all about the web. Something that became popular only around mid-90s and early-00s.

The Internet is the source that now powers all these growth and web companies. Many modern advancements appear within the last 2 decades — online shopping (Amazon and eBay, classic), online payment, remote working, many more.

Then we have the 2007 inception of iPhones. Smartphones make websites more accessible to people. Internet became ubiquitous with our mobile devices everywhere and faster network, cloud etc. Suddenly you get the information around the globe at your fingertips.

All new information starts to flow in even more rapidly, even for work. Productivity enhanced with people communicating faster, better, more frequently. At work, many people can even power their business all from their pocket 24/7, me excluded.

The core development of all tech promotes how people invent, deliver, receive and retrieve information.

With all these great tools, good things spread faster and so are the bad ones.

​Culture is built from communicating the right information.

I’m always intrigued by the motive of running (or back then work for) businesses that save time for people. What we do at Maven Access should go beyond merely saving time for workers. We shall also aim at finding ways to enhance their work quality and efficiency. Done is better than perfect, but done in the wrong direction is worse than doing nothing.

At the end of the day, we are in the field of content marketing. Content regardless of any form, visual, audio, textual is the essence of communications. It is what matters for real communications. Reading junk from a content farm means nothing. That wastes your time for the very least let alone twisting facts.

Nerd alert: As an engineering grad, I love the concept of vector quantities, which consists of both magnitude (how fast you go) and direction (where do you go). Going fast in the wrong direction is awful.

Information is about getting right, quality content.

Anybody, not just working professionals, that would produce new content that might impact or affect others shall take note for:

  1. Better ways to deliver the content and;
  2. Better content quality

Good content is a determining factor. It is the bullet, what matters. All channels — social media, mobile, TV, podcast or influencer are the hardware, the guns. Whether or not if you shoot a lead bullet or bubbles from the pistol is your choice.

Based on what I thought we should take note on, that leaves me with 2 questions

One — What would be the next wave that fundamentally spreads right, authentic content faster, better? With the impact that as far as printing does in the 15th century or as near as mobile internet does in the last decade. Something beyond fancy front-facing applications but hardcore tech.

Two — How shall one select and detach from the overwhelming amount of information? Or better yet, detach from the internet at all from time to time.

TL;DR: I believe that technology helps us to connect with each other and the world’s information better. But to be sure you/your company is gatekeeping the quality and authenticity of it.

Please share your thoughts to help debug my 2 questions, comment here or tweet @edwin_psty

Happy writing!

Edwin
Founder, Maven Access

About the author

Edwin Ty


Founder of Maven Access. Passionate in building products, content that saves people time. In love with the future of work, believing that work is a big part of our lives and we should find ways to enjoy it.

Write about #Entrepreneurship, #Content, #product, random thoughts.

Getting enterprises to adopt SaaS startup products……

Just replied to a Quora question on “What makes leading Enterprises/Companies adopt SaaS?” I thought might be good to share my two cents here as well. I’ve expanded more thoughts and my current company’s example at the end.

Below is some modified abstract from my answer.

— — — — — —

In the enterprise settings, it normally takes 4–6 touch points before the final decision makers make the call. Put things in context, I sold SaaS products to Salespeople, PR & Marketing pros, startup owners. Mostly in North Asia, since culture matters (will touch on this), it’s good to let you know where I come from.

2 keys, all SaaS products should serve either one or both purposes of A) Revenue generating; and B) Operation Efficiency.

Generally, you will encounter 1) Users and 2) Buyers that matter the most.

— — — — — —

Stakeholders:

1) Work with Users:

  • [Usually] Operation Efficiency matters.
  • They care about UI and UX
  • They know the real influence of your product, whether your product is helpful.
  • Feedback to understand your product’s potential impact to that particular organization.
  • Get the insider news here — budget cycle, politics, the real decision maker (e.g. Boss’s son) etc.
  • Get them on your end and their endorsement of your product.
  • Make them your champion, to help you co-sell to their boss.
    This is what many tech conferences have been doing. Building a landing page full of info to lure the techies about a Cloud Server or things in that nature, then attach a letter or certificate for the reader to download, so as to convince the boss to pay for the trip.

2) Work with Buyers:

  • [Usually] Revenue generation matters
  • They care about figures, ROI, budgets investment.
  • Talk to them in the right tones and context set up based on the info gathered previously.
  • Basic info should be known by now (e.g. budget cycle). Gather high-level insights like their strategic 3-year plan, how your company can fit in.
  • Be objective to compare all the competitors or go a step further to help them think of how the vendors can all work together for them.
  • Shout out to the endorsements from the users. Let them know that, no matter how effective or cheap the product is, if their users don’t like nor use them, Buyers eventually will have to find a replacement.

All in all, aligning interest with parties is key. Depending on your product, for my experience, selling to salespeople can easily align all folks since they all wanna exceed targets, whereas selling to PR folks will be different as the management wants ROI while users wanna save time only.

— — — — — —

Culture matters:

Selling in Hong Kong, China (Shanghai, Beijing, Shenzhen), Singapore, Taiwan, Malaysia, UK (London), the US (SF) are all very different.

Each city (not even on the country level), has different rules that apply to different industries.

On the surface, their tech adoption rate, government policy, company hierarchy is one. On the other side, where do they like to talk about business, company and personal interest. All took some time to figure out.

— — — — — —

Our company, Maven Access, was originally a freelancer platform for content writers in Asia. We set out to help marketers save cost and time when finding local marketing experts.

However, we found that most people got stuck in the planning stage, and a platform wasn’t enough for them.

Thus, we are launching new AI tools based on NLP (Natural Language Processing) for marketers and owners and we let some early users use the beta version for now.

We aim at saving their time and help them to perform marketing based on science but not just guesses. It will be a subscription-based SaaS product, ideally, we want to address both Keys mentioned above of A) Revenue generation and B) Operation Efficiency.

Effectively for the marketing department to predict better ROI and save time.

— — — — — —

To fellow SaaS founders,

After speaking with many new leads recently, my approach may not work for all but was to be super niche. I boiled down a list of prospects that are both Buyer and User. In my case, (Regional) Managers for big corporates, Directors for agencies and startups. I wish to save some discovery time by doing so yet I had to spend much time researching or asking for warm referrals.

→ Not good for growing a sales for the stable product, but works well for testing a new market.

Many early users now agree to use our products have the bargaining power to make the hammer call too.

Cheers,

Edwin

 
Saving time for marketers and return the control back to workers.