BitWide

Part 2. All The Worst Traits for a B2B Product

In our previous post we discussed the crushing feeling of when a client pays us to promote something unmarketable. At Bitwide we often work with smaller businesses who want us to get their foot in the door in regards to marketing. So we’re often first to realize a product’s unviable and have to break the bad news.

The product in question was software to assist HR departments in promoting diversity. There were a multitude of factors that prevented the product from seeing the success our client had hoped for. As previously stated, their product had a tiny market that was much smaller than they had expected. While their market - HR departments for large businesses also caused trouble in itself. At the enterprise level, budgets are dictated around the start and end of their fiscal year. So if you aren’t catching them at the right time, financial commitments to your product will be subjected to long wait periods in the best of cases. You can operate with that in mind, but our client’s program also required extensive training to utilize, alienating an already niche market.

Its small market, complex operation, and minimal interest could all be separately overcome, but all together, it hamstrung the software’s viability. Outreach solutions will get your target audience into meetings. But at the end of the day, you can only leverage a market that exists.

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