On Market Entry

If you really want to build something great the best time to start is now.

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There is never a perfect time to start a company. In 3, 6, or 12 months there will probably be barriers to doing so.

Smart people always have an opportunity cost, that's never going to change.

Smart people can always get hired into high paying jobs, that's never going to change.

If you really want to build something great the best time to start is now.

Here are your options:

1. Do it on your own: if you've saved up 2+ years of personal runway

2. Side gig until ready: get an MVP off the ground working nights and week-ends, test it, and build enough confidence to jump two feet in

3. Programs to de-risk: there are many programs out there that de-risk company creation (e.g. Antler, Entrepreneurs First, 500 Startups, Mass Challenge, Techstars, YC etc.). Moreover, many VCs are pivoting to a venture studio model and looking for kick-ass operators (Atomic, Redesign Health, Alleycorp etc.)

You can build credibility as an industry outsider with data, influencers, and marquee customers.

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Breaking into industries where the locus of power has traditionally been concentrated in a few institutions requires credibility.

How do you establish credibility? data, alliances with industry influencers, and marquee customers.

1) Data: Whitepapers, case studies, or peer-reviewed scientific papers demonstrating your value (i.e. improved revenue, lower cost, better experience etc.)

2) Influencers: Co-developing with, and / or incentivizing the leading thinkers, researchers, and personalities in the space to work with you and become brand evangelists

3) Marquee Customers: Highlighting successful partnerships with large and respected institutions, or even better, having the institution broadcast your success