José Ignacio Gafo Gómez-Zamalloa

What makes the difference between a cool technology and a killer product? I am sure you know about tons of disruptive technologies that never went mainstream due to the lack of marketing ability of their inventors...

This is not the case of Spinvox, a british start-up, with which I have had the pleasure of working very closely with in the launch of their service in Spain.

In the video enclosed you can get an insight of their story and some of the keys for their success:

It does not seem to be quite a big issue right? But there are some key learnings to consider:

1. Start detecting an uncovered need.
2. Look for a simple idea that satisfies that uncovered need.
3. Raise some money to start your company.
4. Get some customers to start with.
5. Pick the right markets
6. Take the right distributors (be selective my friend)
7. Go ahead with an excellent operational deployment
8. Learn from your mistakes and successes
9. Never stop adapting yourself to the new markets and customers where you expand your business

No need to do anything big. Just take care of your customer, go step by step, be selective with your market and distributors, and and never stop innovating.

SAY IT. SEE IT. LOVE IT. That´s the Spinvox way.

Think Different!!!

Ignacio Gafo

PS: I am not sure if the software really works or if they have 1.000 people listening and writing down what they get ;o). Whichever the case, who cares? The point is that the product works, increases the revenue of the operators and increases customer satisfaction + loyalty.

Posted on 20 February 2008 in Product Management, International Marketing, Branding

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