![]() ![]() At some point, I had calculated that we would need at least $2m to guarantee half a million downloads. Deep down, I wondered if we could ever afford it. I believed that no matter how good the App, we would need to mount a serious marketing effort to reach global scale. I researched a lot, and I networked a lot, and I worried a lot. I repeated this a lot because Nir and Matan each brought ‘wow factor’ technical ability to Haystack and I didn’t want them wondering too much about what I was bringing to the party. Looking back at how little we really had after two years work compared to where we are now though, I’m almost embarrassed that we allowed ouselves the luxury of thinking about marketing at all.įor as far back as I can remember, I told anyone that would listen that building a world class App was only half the battle and it would be our marketing efforts that would be the difference between success or failure. I realize in hindsight that I was almost blindly optimistic in the ability of myself and my brothers Matan and Nir to conjure up a world beating App from the many ideas and half built bits of technology we had assembled. Finding a giant or two for Haystack has therefore been in my thoughts for while, and being thrown out of Bob’s office in Trump Tower hadn’t dented my determination to do this. ![]() ![]() ![]() The preloads would be great of course but the brand association would be awesome. Imagine if Haystack got signed up as a pre-load App on Telstra or Vodafone for example. Standing on the shoulders of giants was Bob’s way of describing corporate social climbing where you manage to attach your business brand to a larger more established brand. Credit where credit is due – I stole the ‘standing on the shoulders of giants’ concept from one of my former consulting colleagues and she got it a few years ago from Bob, the same VC guy from New York that threw me out of his office. ![]()
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