{"id":3703,"date":"2022-06-27T10:14:35","date_gmt":"2022-06-27T14:14:35","guid":{"rendered":"https:\/\/niftypm.com\/blog\/?p=3703"},"modified":"2024-12-13T11:10:21","modified_gmt":"2024-12-13T16:10:21","slug":"go-to-market-strategy","status":"publish","type":"post","link":"https:\/\/niftypm.com\/blog\/go-to-market-strategy\/","title":{"rendered":"How To Create A Successful Go-To-Market Strategy (GTM Strategy)"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">It\u2019s unfortunately common for promising startups to develop a product, stir up some hype on social media, but, lack a <strong>go-to-market strategy<\/strong>. This tendency to tackle issues that feel innovative and interesting, instead of the issues which serve a pressing market need, can cause business leaders to overlook the essential aspects that will dictate the success or failure of a product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even if you\u2019ve got a beautifully engineered, innovative product lined up for launch, if you don\u2019t have a complete picture of your target audience and the market you\u2019re launching into, your idea may not survive the challenges set out for it.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No matter the details of your product, you need a keen understanding of the elements that will influence your success, clearly-defined parameters for what success looks like to you, and how you\u2019ll achieve it. This means crafting a <strong>go-to-market strategy (GTM Strategy)<\/strong> that will see you through to a successful launch.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What is a Go-to-Market Strategy?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A go-to-market, or GTM strategy, is a comprehensive marketing action plan that covers all aspects of how a company will engage with its target market, and gain a competitive foothold. An effective go-to-market strategy will serve as a blueprint for delivering a specific product to a specific customer, based on a range of factors dictated by the market, such as distribution and pricing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While a marketing strategy will cover the kinds of content and tactics you\u2019ll use to meet the demands for a product that exists, a go-to-market strategy is centered around products that aren\u2019t available yet. Aside from newly developed products, a go-to-market strategy can also be useful for when you\u2019re expanding into new market segments, <\/span><a href=\"https:\/\/logo.com\/blog\/logo-design\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">going through a rebranding<\/span><\/a><span style=\"font-weight: 400;\">, or looking to drive up your sales for a specific product.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">What Does a Go-to-Market Strategy Do?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With the right approach, a go-to-market strategy will establish a firm launch timeline, and give all relevant stakeholders the information they need in the way of timeframes, milestones, and outcomes, in a single, centralized place.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some of the key strengths of a go-to-market strategy include, but are not limited to:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">Having a clearly-defined plan in place which gives direction for all stakeholders.\u00a0<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Having less time-to-market for new products<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Reduced risk of unforeseen costs that can arise post-launch<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Insights that will make it easier to react to changes in customer demands<\/span><\/li>\n<li><span style=\"font-weight: 400;\">The foresight to mitigate challenges and obstacles<\/span><\/li>\n<li><span style=\"font-weight: 400;\">A clear path towards success milestones<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Airtight compliance with any relevant regulations<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">These advantages and more make a go-to-market strategy essential for product launches, new campaigns around existing products, and similar projects. As they\u2019re concerned with projects spanning longer timeframes, and work to inflexible criteria for success, they can often provide effective benchmarks for smaller, more malleable <a href=\"https:\/\/ecommercebusiness.net\/influencer-marketing-strategies-for-crowdfunding\/\" target=\"_blank\" rel=\"noopener\">marketing strategies<\/a>.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to Create a Successful Go-to-Market Strategy<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you have some understanding of what a go-to-market strategy is, here are some essential steps and best practices that will help you create a successful go-to-market strategy\u2026<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Identify your Customer Personas<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Though it\u2019s an essential staple of any marketing project, the importance of knowing your customer personas can\u2019t be overstated when creating a go-to-market strategy. Your target market is going to be made up of highly distilled and nuanced segments, and each of them are going to behave differently depending on their pain points, purchasing power, personal background, and other factors.<\/span><\/p>\n<p><img decoding=\"async\" class=\"lazyload alignnone size-large\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271200%27%20height%3D%27630%27%20viewBox%3D%270%200%201200%20630%27%3E%3Crect%20width%3D%271200%27%20height%3D%27630%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.thesmarketers.com\/wp-content\/uploads\/2020\/05\/Ideal-Customer-Profile-Inputs.jpg\" alt=\"Ideal Customer Profile\" width=\"1200\" height=\"630\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The broader your general target market is, the more important it will be to craft your go-to-market strategy around specific personas representing specific audience segments. A good way to start the GTM process is to sit down with your marketing team and have a brainstorming session in which you determine the various types of customer who your product will be positioned to help.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you have a general idea of various segments\u2019 motivations, wants, and pain points, you\u2019ll be in a better position to create content that\u2019s tailored towards a specific type of person, and present it in an engaging, relatable way.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Make Plans to Tailor your Messaging<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once you have your customer personas established, it\u2019s time to look at how your product will address their pain points, and how you\u2019ll frame this in your messaging.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use the takeaways from your brainstorming session to create a table of buyer personas, with each individual persona accompanied by their problems and pain points, and a specific way in which your product can address them. From there, you\u2019ll be able to create an overview of your messaging that links their problems with your solutions, and inform how your product should be highlighted in various pieces of content. You can also create custom <a href=\"https:\/\/referral-factory.com\/learn\/how-to-create-a-referral-link-a-step-by-step-guide\/\" target=\"_blank\" rel=\"noopener\">referral links<\/a> to send to your affiliates as a part of your GTM strategy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As you go through the pain points listed for each customer persona, you\u2019ll notice that some may have immediately obvious solutions baked into your product, whereas others may require a little more work to articulate. If you\u2019re struggling to find a connection between a particular pain point and any of the features of your product, try to agitate the pain point, and see if it can be extrapolated to a point where it creates a clear need for your product. This is unlikely to work with every pain point in your list, but you may be surprised by the insights you can gain when you ride a specific pain point to its logical conclusion.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Where Possible, Test your Messaging<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">If you\u2019re poised to launch a totally new, never-before-seen product, then you\u2019re not going to have much recourse for testing your messaging before the product is actually available to buy. However, if you have comparable products already on the market, and some spare marketing resources, then this can present a great opportunity to try out the messaging you\u2019ve developed for your customer personas.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Testing your messaging, as well as other factors such as advertising platforms, times of day, and so on, can give you some exceedingly valuable insights you can use to bolster the strength of your GTM strategy. The sooner you\u2019re able to start testing your messaging, the more you\u2019ll be able to tweak it for success as you get closer to your launch. By keeping a close eye on engagement metrics, and making incremental changes to your content, you\u2019ll be able to make informed optimizations to your messaging that will ensure a much stronger launch day.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Even when you\u2019re launching your first product or one with no comparable products being sold by your business, there\u2019s a wealth of great case studies out there that can help you review and re-draft your messaging for all-around more engaging content. Utilizing relevant <a href=\"https:\/\/www.twipla.com\/en\/blog\/marketing-case-studies\">marketing case studies<\/a> can inspire innovative approaches to your go-to-market efforts.\u2028<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Frame your Go-to-Market Strategy Within a Proven Sales Strategy<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve established who you\u2019re selling your product to and the messaging you\u2019ll use to do it, the next essential step is to apply a proven <a href=\"https:\/\/blog.close.com\/sales-strategies\/\" target=\"_blank\" rel=\"noopener\">sales strategy<\/a> that will carry your product after its official launch.<\/span><\/p>\n<p><img decoding=\"async\" class=\"lazyload alignnone size-large\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%27800%27%20height%3D%27600%27%20viewBox%3D%270%200%20800%20600%27%3E%3Crect%20width%3D%27800%27%20height%3D%27600%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/images.ctfassets.net\/pdf29us7flmy\/3i4HuHlb2bQ2lFfkBUHegm\/5fc1d1c41ffa98cc227f895a6a7527b1\/go-to-market-strategy.png?w=1242\" alt=\"Go-to-market Strategy\" width=\"800\" height=\"600\" \/><\/p>\n<p><span style=\"font-weight: 400;\">There are a number of proven strategies lauded by sales experts, some of which will cater to certain products and businesses more than others. Here are a few that may be a good fit for your GTM:<\/span><\/p>\n<p><b>Self-Service: <\/b><span style=\"font-weight: 400;\">A self-service sales model is where a customer can purchase a product from a business without any interaction with an employee of that business. This is universally practiced by B2C businesses, such as ecommerce stores like Amazon and streaming sites. This model is best suited to simple, familiar products that are cheap to produce and <a href=\"https:\/\/www.printful.com\/blog\/how-to-sell-t-shirts-on-amazon\" target=\"_blank\" rel=\"noopener\">sell in large volumes<\/a>. Though the necessary architecture is hard to build, if it\u2019s done successfully, it will give you a short sales cycle, and excellent profit margins.<\/span><\/p>\n<p><b>Inside Sales: \u2018<\/b><span style=\"font-weight: 400;\">Inside sales\u2019 describes a model where your prospects need to be developed by sales reps to reach the point of conversion. It\u2019s very common among SaaS companies, who sell moderately complex and medium-priced products. The typical inside sales cycle will range from weeks to months, and requires a good sales manager and a team of effective reps. Though this model can be challenging to develop from scratch, it can be highly profitable and easy to scale as your <a href=\"https:\/\/www.thenexthint.com\/ways-to-adapt-as-your-business-grows\/5031\/\" target=\"_blank\" rel=\"noopener\">business grows<\/a>.<\/span><\/p>\n<p><b>Channel: <\/b><span style=\"font-weight: 400;\">In a channel model, a third party will do all the front-line sales work on your behalf. Though this can relieve a lot of strain on your resources, it\u2019s often hard to build from scratch, as good agencies and partners can be hard to come by, and will need to be educated on the features of your product. One of the key benefits of this model is that it\u2019s significantly cheaper than other models, as it cancels out the need for recruiting new in-house sales employees.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Generate Inbound Leads Through Content Marketing<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Because most inbound leads are generated by a pre-existing need for a product, they\u2019re significantly easier to acquire and convert compared to outbound leads.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.brafton.com\/content-strategy\/\" target=\"_blank\" rel=\"noopener\">Content marketing<\/a> is known to be one of the most effective <a href=\"https:\/\/belkins.io\/blog\/b2b-lead-generation-strategy\" target=\"_blank\" rel=\"noopener\">methods of lead generation<\/a>. With this in mind, having a content plan in place is essential to generating those all important inbound leads.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your marketing team can stimulate inbound traffic by researching keywords that your primary audience segments are likely to search, then crafting a calendar of high-quality, authoritative content based around those keywords. Aside from generating enquiries, leading link building agency <\/span><a href=\"https:\/\/hive19.co.uk\/link-building\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Hive19<\/span><\/a><span style=\"font-weight: 400;\"> explain some of the additional benefits of this type of online marketing strategy including:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increased authority to power ranking improvements<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Building topical relevance to drive traffic and assist long-tail keyword terms<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Direct and engaged traffic from relevant publications<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Unique brand visibility and presence building<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As you set about briefing in your content calendar, make sure you\u2019re scheduling content that speaks to specific stages in the buyer journey, and spans every possible phase in your <a href=\"https:\/\/dhandhokaro.com\/best-sales-funnel-builders-software\/\" target=\"_blank\" rel=\"noopener\">sales funnel<\/a>. <a href=\"https:\/\/businessandpower.com\/what-is-a-digital-marketing-funnel\/\" target=\"_blank\" rel=\"noopener\">Each stage in a typical funnel<\/a> will call for different styles of content, with top-of-funnel content tending to be broader, lighter, and lower resolution, becoming more specific and granular the further down the funnel you go.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, a piece of content covering the query \u201cwhat is a go-to-market strategy\u201d would sit at the top of the funnel, whereas content covering a specific, granular subject such as \u201chow to improve your go-to-market strategy with content marketing\u201d would be at the bottom.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your content marketing resources are thin on the ground, and you\u2019re watching your competitors publish highly engaging content at a dizzying rate, (which can be tracked with <a href=\"https:\/\/www.kompyte.com\" target=\"_blank\" rel=\"noopener\">competitive intelligence tools<\/a>), then you may feel a little overwhelmed by the prospect of creating a calendar from scratch. Fortunately, there\u2019s a great range of educational materials on the subject available online, such as <\/span><a href=\"https:\/\/offers.hubspot.com\/content-planning-template\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">these templates<\/span><\/a><span style=\"font-weight: 400;\"> produced by leading <a href=\"https:\/\/www.signitysolutions.com\/blog\/hubspot-crm-features-benefits-and-plans\" target=\"_blank\" rel=\"noopener\">CRM HubSpot<\/a>.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Review your Pipeline and Find New Ways to Optimize It<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Like any other kind of strategy, your go-to-market strategy will need to be constantly analyzed, reviewed, and optimized in order to keep up in a competitive market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A successful go-to-market strategy will include a system of measuring KPIs, such as <a href=\"https:\/\/rezdy.com\/blog\/6-ways-get-quality-traffic-increase-tour-sales\/\" target=\"_blank\" rel=\"noopener\">volume and conversion rate<\/a>. With these metrics giving you a clearer idea of your pipeline, you\u2019ll be much better equipped to optimize the pipeline for conversion rate between different stages in your customer journey. As your prospects move through your funnel and drop off during various qualification processes, it\u2019s important to take a proactive approach to analyzing behaviors at each phase, and taking the time to understand where your opportunities are fizzling out, and why this is happening.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aside from analyzing the overall flywheel, you\u2019ll also need to drill down to the figures attributable to each sales rep. This will reveal skills and processes where each member of your <a href=\"https:\/\/ful.io\/blog\/sales-pods\" target=\"_blank\" rel=\"noopener\">sales team<\/a> may need to improve, and where your vocational training resources are best spent. As you tailor your training modules to the demands of your team, be sure to prioritize shortening the typical sales cycle wherever possible. If you notice that some reps are completing particular stages in the pipeline faster than others, this could reveal some great opportunities for <\/span><a href=\"https:\/\/seismic.com\/blog\/improve-your-culture-with-peer-to-peer-training\/\" target=\"_blank\" rel=\"nofollow noopener\"><span style=\"font-weight: 400;\">peer-to-peer training<\/span><\/a><span style=\"font-weight: 400;\">, giving your managers more time to invest in other pressing tasks, and creating a more cohesive working culture in your team.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Common Go-to-Market Strategy Mistakes to Avoid<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Now that we know the essential steps of creating a successful go-to-market strategy, here\u2019s a handful of the most common go-to-market strategy mistakes managers tend to make. Stay wary of these as you finalize and execute your strategy to steer clear of avoidable pitfalls.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Having a Vague Ideal Customer Persona<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">All too often, business leaders construct a GTM strategy that either isn\u2019t informed by an ideal customer persona, or create a go-to-market strategy with an ideal customer persona that\u2019s vague and poorly-defined.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we said earlier, the importance of knowing your customer personas can\u2019t be overstated when crafting an effective GTM strategy. Make sure that each customer persona that makes up part of your strategy covers salient details, including demographic information, their pain points, the triggers for interest in your product, and the needs and challenges they face in their day-to-day life.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Exercising Poor Segmentation and Positioning<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Another common pitfall to anticipate is crafting a GTM strategy that focuses on the wrong segment of a given market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each segment of your market will present different expectations from a given type of product, the messaging in its content, and the mechanics behind the way the product is sold. If you\u2019re selling <a href=\"https:\/\/wordlift.io\/blog\/en\/artificial-intelligence-seo-software\/4\/\" target=\"_blank\" rel=\"noopener\">SEO software<\/a> with a range of pricing plans and you\u2019re nurturing the head of marketing for an enterprise-level client, they\u2019re not going to care about the free trial period or the most basic pricing plan. Similarly, if you\u2019re selling it to <\/span><a href=\"https:\/\/niftypm.com\/blog\/project-management-tools-for-freelancers\/\"><span style=\"font-weight: 400;\">independent freelancers<\/span><\/a><span style=\"font-weight: 400;\">, they\u2019re not going to pay much mind to the option of thorough demo sessions or the prospect of having a dedicated account manager.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Take steps to ensure that all your pitches, content, and offerings making up your funnel are well-targeted to the relevant segments and that each segment is differentiated enough to showcase your value when compared to the competition.<\/span><\/p>\n<p>When it comes to exercising poor segmentation and positioning for e-commerce, there are several strategies that can help you get the most out of your efforts. The first is competitive pricing. You want to be sure you&#8217;re offering competitive prices in comparison to your competitors, which will help customers recognize a better deal when they see one.<\/p>\n<p>This will drive sales and increase revenue for your business. Additionally, consider using services such as <a href=\"https:\/\/dealavo.com\/en\/dynamic-pricing-for-e-commerce\/\" target=\"_blank\" rel=\"noopener\">Dealavo&#8217;s dynamic pricing solutions<\/a> that offer dynamic pricing based on market conditions, customer behavior, and analytics. By integrating this into your systems, you can ensure maximum profitability while still providing great value to the customer\u2014which is exactly what you need in order to succeed with e-commerce segmentation and positioning.<\/p>\n<h3><span style=\"font-weight: 400;\">Being Too Focused on Acquisition<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">For new businesses, it\u2019s common practice to gain an understanding of their customer, then spend the majority of your time and resources on the acquisition and little else. Though this is understandable, you shouldn\u2019t let it detract from the <a href=\"https:\/\/www.pathlabs.com\/blog\/digital-activation\" target=\"_blank\" rel=\"noopener\">activation phase<\/a>, where you put your value proposition in the spotlight and make your customers more familiar with your product\u2019s key features. Another common issue arises when companies fail to devote enough energy to the referral phase, thus undermining an important component of their flywheel.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Though the exact proportion of time and resources spent on each phase will depend on your market and the various nuances of your business, make sure you\u2019re putting the right amount of thought into every part of your pipeline and setting your GTM up for long-term growth.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Focusing on Features, Rather than Benefits<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">When a new product that\u2019s spent months or years in development finally comes to market, a lot of marketers can have a tendency to center their content and communications around its features rather than the value it can offer the end user.\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"lazyload alignnone size-large\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%27http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%27%20width%3D%271920%27%20height%3D%27801%27%20viewBox%3D%270%200%201920%20801%27%3E%3Crect%20width%3D%271920%27%20height%3D%27801%27%20fill-opacity%3D%220%22%2F%3E%3C%2Fsvg%3E\" data-orig-src=\"https:\/\/www.wordstream.com\/wp-content\/uploads\/2021\/07\/features-vs-benefits-umbrella-example-1.png.webp\" alt=\"Features v\/s benefits\" width=\"1920\" height=\"801\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Though this is a fundamental aspect of content creation, linking features with benefits is overlooked more often than you may expect, and if it\u2019s allowed to go on too long, it can poison your entire strategy. With each new piece of content and messaging that enters into your strategy, make sure it\u2019s not becoming oversaturated with complex, arcane information about your product features, and work to highlight the value your product can offer your customers.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Final Thoughts\u2026<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Building a far-reaching and comprehensive go-to-market strategy is essential to the success of any product launch, and its components can go a long way in dictating the success or failure of your product. By understanding and actioning the practices in this guide and looking out for common pitfalls, you\u2019ll soon be on your way to a product launch that delights your customers and produces great profit margins!<\/span><\/p>\n<p>This article was contributed by Harvey, who is an experienced and passionate marketer looking to inspire professionals within the industry.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s unfortunately common for promising startups to develop a product, [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":3705,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-3703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/niftypm.com\/blog\/wp-json\/wp\/v2\/posts\/3703","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/niftypm.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/niftypm.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/niftypm.com\/blog\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/niftypm.com\/blog\/wp-json\/wp\/v2\/comments?post=3703"}],"version-history":[{"count":0,"href":"https:\/\/niftypm.com\/blog\/wp-json\/wp\/v2\/posts\/3703\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/niftypm.com\/blog\/wp-json\/wp\/v2\/media\/3705"}],"wp:attachment":[{"href":"https:\/\/niftypm.com\/blog\/wp-json\/wp\/v2\/media?parent=3703"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/niftypm.com\/blog\/wp-json\/wp\/v2\/categories?post=3703"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/niftypm.com\/blog\/wp-json\/wp\/v2\/tags?post=3703"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}