Ever find yourself on a SaaS website with the "Products" and "Solutions" layout.
You scroll through it.
But you still know nothing about the company.
Here's 6 reasons why that happens ๐งต
1/7
You scroll through it.
But you still know nothing about the company.
Here's 6 reasons why that happens ๐งต
1/7
1. The PR firm making the website knows nothing about the product.
In a game of broken telephone, the Founder may tell marketing to take care of the website, who in turn tells a PR firm who in turn tells their team. The last 2-3 layers may not have even tried the product!
2/7
In a game of broken telephone, the Founder may tell marketing to take care of the website, who in turn tells a PR firm who in turn tells their team. The last 2-3 layers may not have even tried the product!
2/7
2. The company is trying to pitch itself as a "category creator" and trying to sell a "vision".
If they simply describe what they do *now*, the total market (TAM) might be un-investable by VC. Therefore, they claim things they don't do while not "really" claiming them.
3/7
If they simply describe what they do *now*, the total market (TAM) might be un-investable by VC. Therefore, they claim things they don't do while not "really" claiming them.
3/7
3. The enterprise buyers actually get the website, consumers aren't meant to.
Sometimes, the product they're selling is genuinely in such a niche that normal lay-people who don't oversee a specific job function have no clue what it is! The person buying it does.
4/7
Sometimes, the product they're selling is genuinely in such a niche that normal lay-people who don't oversee a specific job function have no clue what it is! The person buying it does.
4/7
4. It's so simple that saying it directly sounds stupid / will turn off buyers.
They don't want buyers to think "oh, just that? we could build that" before getting on a call. If the obscurity makes a buyer is curious, it's easier to make the sell!
5/7
They don't want buyers to think "oh, just that? we could build that" before getting on a call. If the obscurity makes a buyer is curious, it's easier to make the sell!
5/7
5. Prevent copying.
If you lay out in simple terms what you do, others might just hire a dev shop to build it from scratch and undercut your pricing. If they don't know what you do, they can't.
6/7
If you lay out in simple terms what you do, others might just hire a dev shop to build it from scratch and undercut your pricing. If they don't know what you do, they can't.
6/7
6. The product doesn't exist yet.
Even the company is too early to know what they're really building. They advertise a bunch of "products" which solve "problems" with buzzword like "AI / digital" but they don't exist yet.
7/7
Even the company is too early to know what they're really building. They advertise a bunch of "products" which solve "problems" with buzzword like "AI / digital" but they don't exist yet.
7/7
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