I’ve lost count of the number of new and established companies that promote their new “platforms” aggressively to prospects, customers, and third-party developers. Most often the initial reaction is muted, because no one knows whether or not they could or should use a platform until they’ve seen it in action, being leveraged to solve actual business or personal problems. So how should platform marketers proceed?
For the past decade or so VC funding in startups and scaleups has been increasing dramatically in value and even average number of rounds per company, creating many highly-valued but still unprofitable unicorns along the way. Now that macro-economic growth is slowing, the model of extended VC funding to help companies build their consumer businesses seems to be heading for a reckoning, with hundreds of non-unicorns likely to experience serious difficulties.