Setting Key Milestones for Your Startup



Don’t launch your startup trying to build a “Rolls Royce” with all the bells and whistles out of the gate.  Why not?  Firstly, the key with startups is speed to market, so you don’t want to wait for “Rolls Royce” functionality when you could have launched a “Toyota” much faster without materially impacting the core user experience.  Secondly, a “Rolls Royce” costs a lot more than a “Toyota,” and when you are on a limited budget, as most startups are, every penny matters.  Thirdly, it is best to iterate your product in small, bite-sized chunks to see how users engage with the product and what features and functionalities they most use and desire.  For example, you may think they want a “Rolls Royce,” but they may really want a “Porsche” at the end of the day.  So, before you get too far into your development, constant testing and surveying of your users can save a lot of wasted expenses on rebuilding expenses down the road.

To help you manage your startup development, break your startup into 3 phases:

  1. Piece of paper business plan through minimum viable product (MVP).
  2. MVP through full production site.
  3. Full production site through proof of concept.

From there, hopefully, you will be in a position to raise venture capital to scale up your business for the following growth phase of your business.  Below are a few pointers for setting achievable milestones, for each of these 3 phases.

Piece of Paper Business Plan Through MVP (roughly 0-6 months)

Product:  A bare-bones site with basic functionality that you won’t be embarrassed by.  Build the site in a lean startup, agile process through bite-sized iterations every couple of weeks until MVP is complete.
Team:  You and your co-founder, preferably one of you being a technical person who can build out the site.  Outsource for additional developers or designers as needed.
Business:  Start laying the groundwork to identify and budget for key partnerships you will pursue, and key sales or marketing channels you will test.
Users:  None yet, other than the development team testing the iterations of the product.

MVP Through Full Production (roughly 6-12 months)

Product:  Use this time to test with users to see what they like and don’t like about the product, and then build out additional features and functionality of your beta site.
Team:  Start to recruit the rest of your senior team or any additional technologists required.  You don’t necessarily need to hire them yet, but have candidates identified in the wings.
Business:  Start to reach out to business partners and start testing key sales and marketing channels identified in phase one.  No material revenues yet.
Users:  A minimum base of customers that is large enough to test with, and start to establish trends for monthly growth.  No material traffic yet.

Full Production Through Proof of Concept (roughly 12-18 months)

Product:  You will no longer be in beta testing, with a full production website.  Continue to add additional features and functionality over time.
Team:  You should have your full management team hired and in place, even if they are working for equity without cash salary.  This will be required to get the full attention of the venture capitalists.
Business:  You will have signed a few key partnerships (with a good pipeline in discussions) and proven an affordable cost of customer acquisition.  So, new money invested in marketing will be used to accelerate proven tactics.  You should be showing preliminary revenues at this point, materially growing month over month.  The closer you can get to $1 million in revenues, the easier your fundraising efforts will be.  Start identifying and laying the groundwork with venture investors through relationship building, but not yet asking for any money.
Users:  A material base of traffic, growing month over month, that helps venture investors acknowledge there is a real and growing appetite for your product in a sizeable market.

By this point, you should be ready for prime time and be in a good position to begin asking venture investors for your growth capital from here.  So, said another way, you will have to creatively figure out how to fund the first 12-18 months of your business on a shoestring budget, or with angel investors.  Plan far enough ahead of time what your capital requirements will be to get you from a piece of paper business plan, all the way through proof of concept, which will be required by the venture investors.  And, as always, include a big cushion, as things never go perfectly to plan.

Reprinted by permission.


About the author: George Deeb

George Deeb is a managing partner at Red Rocket Ventures, a Chicago-based startup consulting and fundraising firm with expertise in advising Internet-related businesses. More of George’s startup lessons can be read at “101 Startup Lessons — An Entrepreneur’s Handbook.”

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