Opportunity area · theme founders discuss · intermediate

Distribution approach for next steps

Distribution · Next steps: partnerships with the tool people already open beat hoping an algorithm loves your launch post. Manual delivery allowed for cohort one. Original insight: community volume predicts attention, not willingness to pay—price a tiny pilot early.

Problem

In proptech, the default stack almost works—until “next steps” forces spreadsheet archaeology and Slack archaeology at the worst moment. Unexpected challenge: support load rises when it works—users shove messier edge cases into the pipe. Hidden cost: rewriting the offer every week instead of iterating the same wedge.

Target user

Practitioners who already tried generic tools and still fail here

Proposed solution

Own checklists, data shapes, and approval rules for this theme so switching costs are process depth, not chat novelty. Distribution artifact: a reusable outreach or content unit that ends in a calendar link—not a “like and subscribe” dead end. Counter-intuitive advice: shrink the ICP until it feels almost too small. Breadth is how clones are born. Distribution bottleneck: cold outbound only works if the first sentence names “next steps” in buyer language. One caution: do not hire until five customers renew or expand without you rewriting the product each time. One recommendation: define one success metric, put it on a one-page offer, and reject scope that does not move it. Practical next step: list three current workarounds and price between free and the most expensive workaround. Real-world pattern: seat expansion works when daily utility creates pull—design an artifact people forward. Straight take: keep the story small until numbers force it wider. Venture slides that promise to own all of proptech are usually fiction.