In the next chapter of Ascend Your Start-Up, Yu discusses moving the product to market. As your product enters the market, you will be faced with the realization that you are the founder of a growing company without experience and may not see a business failure until it's too late. This is when you will want to find experienced help and people with dissenting opinions to challenge your ideas to make sure they are viable in the real world.
Identifying the product category you are trying to enter is another decision that has to be made. It is important to be able to gauge the impact of your product within this market. Whether you are creating a new market or striving to become the market leader in an existing category, you must understand the market, the customer segmentation, competitive landscape, distribution channels, market trends, and where your solution fits in.
Once the company begins to grow, it is important to identify who will stay with the company by your side and who will leave. You can't do everything alone so finding someone with experience and who also shares your vision is imperative to ascend. A team should include the following four types of leaders: thought leader, challenger, collaborator, and operator. Not everyone in the beginning of the start-up will stay with the company long term so identifying those most important for long-term success is needed.
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