Comments on: Underhyping your startup http://cdixon.org/2010/04/06/underhyping-your-startup/ Tue, 22 May 2012 12:09:00 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Nobody remembers second place - Bill Bailey's Blog http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-10928 Nobody remembers second place - Bill Bailey's Blog Thu, 16 Sep 2010 22:14:23 +0000 http://cdixon.org/?p=3191#comment-10928 [...] The marketplace follows the same laws. The company ranked #1 will always have a very significantly larger following than #2, afterall the market loves a winner. So what do you do? Well you can work your ass off at getting to #1, get an unfair advantage, find a niche or even underhype your startup. [...] [...] The marketplace follows the same laws. The company ranked #1 will always have a very significantly larger following than #2, afterall the market loves a winner. So what do you do? Well you can work your ass off at getting to #1, get an unfair advantage, find a niche or even underhype your startup. [...]

]]> By: Flying Under the Radar http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-8640 Flying Under the Radar Tue, 25 May 2010 15:08:59 +0000 http://cdixon.org/?p=3191#comment-8640 [...] Underhyping your startup (cdixon.org) [...] [...] Underhyping your startup (cdixon.org) [...]

]]> By: Launchpad LA – 10 Startup Companies to Watch | CloudAve http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7877 Launchpad LA – 10 Startup Companies to Watch | CloudAve Mon, 19 Apr 2010 11:50:38 +0000 http://cdixon.org/?p=3191#comment-7877 [...] I’ll focus more on the entrepreneur.  (actually, Dustin was influenced by Chris Dixon’s “under-hyped” positioning).  Dustin is a Wharton undergrad (which my wife tells me is for people even [...] [...] I’ll focus more on the entrepreneur.  (actually, Dustin was influenced by Chris Dixon’s “under-hyped” positioning).  Dustin is a Wharton undergrad (which my wife tells me is for people even [...]

]]> By: Stealth Mode and Right-Hyping http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7849 Stealth Mode and Right-Hyping Wed, 14 Apr 2010 16:17:16 +0000 http://cdixon.org/?p=3191#comment-7849 [...] Chris Dixon discusses “underhype mode”: This trend strikes me as a response to the fact that 1) raising money from certain investors can be such a strong signal that it triggers massive investor/tech press excitement, 2) things are “frothy” now – meaning lots of smart people are starting companies and easily raising lots of money, 3) word seems to travel faster than ever about interesting startups, and 4) there are big companies like Facebook and Google who are good at fast following. [...] [...] Chris Dixon discusses “underhype mode”: This trend strikes me as a response to the fact that 1) raising money from certain investors can be such a strong signal that it triggers massive investor/tech press excitement, 2) things are “frothy” now – meaning lots of smart people are starting companies and easily raising lots of money, 3) word seems to travel faster than ever about interesting startups, and 4) there are big companies like Facebook and Google who are good at fast following. [...]

]]> By: Richard Jordan http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7846 Richard Jordan Wed, 14 Apr 2010 10:13:03 +0000 http://cdixon.org/?p=3191#comment-7846 I like this idea. We had to fight the pressure to respond as we saw companies in related spaces going out and telling their story and getting as much press as they could. It was hard as it's tempting to jump up and tell your story. We prefer the idea of staying disciplined and under the radar until we've nailed the product/market fit and can accelerate faster than anyone can catch up. I like this idea. We had to fight the pressure to respond as we saw companies in related spaces going out and telling their story and getting as much press as they could. It was hard as it's tempting to jump up and tell your story. We prefer the idea of staying disciplined and under the radar until we've nailed the product/market fit and can accelerate faster than anyone can catch up.

]]> By: Dan Harris http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7845 Dan Harris Wed, 14 Apr 2010 08:11:11 +0000 http://cdixon.org/?p=3191#comment-7845 Did the guys at 37 Signals ever go stealth? They are not big, but they are well known for building applications that are simple with just enough functionality and doing it fast, monetizing it and making money - Then write a book and talk about it. Did the guys at 37 Signals ever go stealth? They are not big, but they are well known for building applications that are simple with just enough functionality and doing it fast, monetizing it and making money – Then write a book and talk about it.

]]> By: sfrocks http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7816 sfrocks Sun, 11 Apr 2010 20:46:26 +0000 http://cdixon.org/?p=3191#comment-7816 it's called puppy dog ploy / judo strategy it's called puppy dog ploy / judo strategy

]]> By: Aphrica http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7805 Aphrica Sun, 11 Apr 2010 15:45:20 +0000 http://cdixon.org/?p=3191#comment-7805 it's not just entrepreneurs. there will be people in every field doing the exact same thing. in any profession that has the potential for greatness, there are those who will want to take any shortcut possible to become rich/famous. it's not just entrepreneurs. there will be people in every field doing the exact same thing. in any profession that has the potential for greatness, there are those who will want to take any shortcut possible to become rich/famous.

]]> By: Saul_Lieberman http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7793 Saul_Lieberman Sun, 11 Apr 2010 11:25:11 +0000 http://cdixon.org/?p=3191#comment-7793 "stealth funding mode"? (which admittedly does not directly capture all of the aspects you mentioned but signals the rest) “stealth funding mode”? (which admittedly does not directly capture all of the aspects you mentioned but signals the rest)

]]> By: abhic http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7790 abhic Sun, 11 Apr 2010 09:58:24 +0000 http://cdixon.org/?p=3191#comment-7790 I agree completely. Groupon is a good example of underhyping a company and driving it with quiet resolution to tweak till they got the fundamentals right. <br><br>I think a lot more entrepreneurs (including myself) need to talk less and do more. I agree completely. Groupon is a good example of underhyping a company and driving it with quiet resolution to tweak till they got the fundamentals right.

I think a lot more entrepreneurs (including myself) need to talk less and do more.

]]> By: xepp magazine » Is Flying Under the Radar Better Than Being Stealth? http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7711 xepp magazine » Is Flying Under the Radar Better Than Being Stealth? Fri, 09 Apr 2010 21:12:56 +0000 http://cdixon.org/?p=3191#comment-7711 [...] Chris Dixon wrote Tuesday about his idea that instead of going into “stealth mode,” startups should instead just try to “underhype” themselves, a process I’m going to call “flying under the radar.” I call it this because [...] [...] Chris Dixon wrote Tuesday about his idea that instead of going into “stealth mode,” startups should instead just try to “underhype” themselves, a process I’m going to call “flying under the radar.” I call it this because [...]

]]> By: Chris Waldron http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7710 Chris Waldron Fri, 09 Apr 2010 06:29:26 +0000 http://cdixon.org/?p=3191#comment-7710 I think the point you are making is running with your head down. Focus on your customers, your product and your team not the coverage in TC or Business Insider. I'd rather under promote and over deliver. <br><br>What I find annoying is how many startups focus on what biz dev deals they are working on or who invested with them to define their self worth (or the startup idea). <br><br>Currently Groupon mentioned at a conference that there are 133 direct competitors that they know of. I think the point you are making is running with your head down. Focus on your customers, your product and your team not the coverage in TC or Business Insider. I'd rather under promote and over deliver.

What I find annoying is how many startups focus on what biz dev deals they are working on or who invested with them to define their self worth (or the startup idea).

Currently Groupon mentioned at a conference that there are 133 direct competitors that they know of.

]]> By: Mike Tatum http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7709 Mike Tatum Fri, 09 Apr 2010 06:08:56 +0000 http://cdixon.org/?p=3191#comment-7709 We called it "hiding out in the open". No one ever has their shit figured out early, so boxing yourself into a half baked idea can be problematic. We called it “hiding out in the open”. No one ever has their shit figured out early, so boxing yourself into a half baked idea can be problematic.

]]> By: the hive » Is Flying Under the Radar Better Than Being Stealth? http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7707 the hive » Is Flying Under the Radar Better Than Being Stealth? Thu, 08 Apr 2010 17:22:52 +0000 http://cdixon.org/?p=3191#comment-7707 [...] Chris Dixon wrote Tuesday about his idea that instead of going into “stealth mode,” startups should instead just try to “underhype” themselves, a process I’m going to call “flying under the radar.” I call it this because [...] [...] Chris Dixon wrote Tuesday about his idea that instead of going into “stealth mode,” startups should instead just try to “underhype” themselves, a process I’m going to call “flying under the radar.” I call it this because [...]

]]> By: Is Flying Under the Radar Better Than Being Stealth? | Techdare http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7705 Is Flying Under the Radar Better Than Being Stealth? | Techdare Thu, 08 Apr 2010 17:14:33 +0000 http://cdixon.org/?p=3191#comment-7705 [...] Chris Dixon wrote Tuesday about his idea that instead of going into “stealth mode,” startups should instead just try to “underhype” themselves, a process I’m going to call “flying under the radar.” I call it this because [...] [...] Chris Dixon wrote Tuesday about his idea that instead of going into “stealth mode,” startups should instead just try to “underhype” themselves, a process I’m going to call “flying under the radar.” I call it this because [...]

]]> By: Is Flying Under the Radar Better Than Being Stealth? | Tech News Ninja http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7703 Is Flying Under the Radar Better Than Being Stealth? | Tech News Ninja Thu, 08 Apr 2010 17:01:06 +0000 http://cdixon.org/?p=3191#comment-7703 [...] Chris Dixon wrote Tuesday about his idea that instead of going into “stealth mode,” startups should instead just try to “underhype” themselves, a process I’m going to call “flying under the radar.” I call it this because [...] [...] Chris Dixon wrote Tuesday about his idea that instead of going into “stealth mode,” startups should instead just try to “underhype” themselves, a process I’m going to call “flying under the radar.” I call it this because [...]

]]> By: Kevin Marshall http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7696 Kevin Marshall Thu, 08 Apr 2010 16:54:52 +0000 http://cdixon.org/?p=3191#comment-7696 I don't think it's underhype, I just think it's "properly focused"...they are building an actual business before they hype said business...as some others mentioned, this doesn't mean you don't advertise or go after press, you just make sure the stuff you initially go after is all about helping build the actual business and worry about getting 'branding press' later... I don't think it's underhype, I just think it's “properly focused”…they are building an actual business before they hype said business…as some others mentioned, this doesn't mean you don't advertise or go after press, you just make sure the stuff you initially go after is all about helping build the actual business and worry about getting 'branding press' later…

]]> By: Stealth Mode Redux – Are You Building a Moat? « Harry DeMott – Structurally Agnostic http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7697 Stealth Mode Redux – Are You Building a Moat? « Harry DeMott – Structurally Agnostic Thu, 08 Apr 2010 13:42:44 +0000 http://cdixon.org/?p=3191#comment-7697 [...] been a slew of recent posts on stealth mode from Niel Robertson at Trada (here) to Chris Dixon (here) and it continues a debate that has been ongoing for quite some [...] [...] been a slew of recent posts on stealth mode from Niel Robertson at Trada (here) to Chris Dixon (here) and it continues a debate that has been ongoing for quite some [...]

]]> By: chris dixon http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7686 chris dixon Thu, 08 Apr 2010 01:22:42 +0000 http://cdixon.org/?p=3191#comment-7686 I think it depends how valuable the techies are for you as early <br>adopters. I think it depends how valuable the techies are for you as early
adopters.

]]> By: blake41 http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7685 blake41 Thu, 08 Apr 2010 01:19:31 +0000 http://cdixon.org/?p=3191#comment-7685 If there are two routes: acquire a solid user base using all the "hype/press" you can possibly garner and risk also gaining competition, or underhype and risk not ever getting a solid user base but not having any competition I'd vote for the former. If there are two routes: acquire a solid user base using all the “hype/press” you can possibly garner and risk also gaining competition, or underhype and risk not ever getting a solid user base but not having any competition I'd vote for the former.

]]> By: Underhyping your startup | Igniting Startups - nPost http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7684 Underhyping your startup | Igniting Startups - nPost Wed, 07 Apr 2010 16:17:14 +0000 http://cdixon.org/?p=3191#comment-7684 [...] From cdixon.org [...] [...] From cdixon.org [...]

]]> By: dennisry http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7680 dennisry Wed, 07 Apr 2010 15:17:01 +0000 http://cdixon.org/?p=3191#comment-7680 Ides are common and rarely unique. I agree with the "share early and often" concept. The differentiator lies with execution, team and flexibility in model. Ides are common and rarely unique. I agree with the “share early and often” concept. The differentiator lies with execution, team and flexibility in model.

]]> By: AndreaF http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7679 AndreaF Wed, 07 Apr 2010 15:02:26 +0000 http://cdixon.org/?p=3191#comment-7679 I agree that it makes sense to keep it relatively quiet not only for the competition but also to avoid the inevitable pressure and distraction that publicity may cause. <br>The problem is: how do you get funding if nobody knows about you? And you are not generating revenues yet? And you're so bootstrapping it that cannot afford to attend most events or trvel around to network?<br>Are we doomed? I agree that it makes sense to keep it relatively quiet not only for the competition but also to avoid the inevitable pressure and distraction that publicity may cause.
The problem is: how do you get funding if nobody knows about you? And you are not generating revenues yet? And you're so bootstrapping it that cannot afford to attend most events or trvel around to network?
Are we doomed?

]]> By: Greitzer On The Value Of Real-Time Bidding; RightMedia Transparency Survey En Route; TargetSpot And Cox Partner On Online Radio Ads http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7678 Greitzer On The Value Of Real-Time Bidding; RightMedia Transparency Survey En Route; TargetSpot And Cox Partner On Online Radio Ads Wed, 07 Apr 2010 06:56:23 +0000 http://cdixon.org/?p=3191#comment-7678 [...] Angel Investor Chris Dixon identifies a new trend where moneymaking startups want to stay relatively stealthy after they take investment and while they build revenues. Dixon explains, these startups will announce themselves when "they are already so successful that it’s hard for competitors to jump in. Read more. [...] [...] Angel Investor Chris Dixon identifies a new trend where moneymaking startups want to stay relatively stealthy after they take investment and while they build revenues. Dixon explains, these startups will announce themselves when "they are already so successful that it’s hard for competitors to jump in. Read more. [...]

]]> By: vonsydow http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7675 vonsydow Wed, 07 Apr 2010 03:33:24 +0000 http://cdixon.org/?p=3191#comment-7675 Having presented at both DEMO and Techcrunch50 I can safely say that as far as customers are concerned, neither of those conferences would have made any difference for us at Burt - but that might just be due to our core audience (creative ad agencies) being rumored to be technology averse to the extent that Marc Andreesen told us to give them up completely hahaha...<br><br>Anyhow, a feature in a decent size newsletter or speaking at a major (creative/production focused) advertising event usually nets 3-5x quality invite requests compared to technology equivalents. So as far as end-customer marketing is concerned, my experience is that tech/startup/business press is kind of overrated. <br><br>However, I *am* extremely glad that we did our presentations at both TC50 and DEMO. <br><br>First of all we've had loads of fun and got to meet people I've admired basically my whole life. And second and more important it has allowed us to attract great talent that otherwise would have no idea who we were and where to find us. Having presented at both DEMO and Techcrunch50 I can safely say that as far as customers are concerned, neither of those conferences would have made any difference for us at Burt – but that might just be due to our core audience (creative ad agencies) being rumored to be technology averse to the extent that Marc Andreesen told us to give them up completely hahaha…

Anyhow, a feature in a decent size newsletter or speaking at a major (creative/production focused) advertising event usually nets 3-5x quality invite requests compared to technology equivalents. So as far as end-customer marketing is concerned, my experience is that tech/startup/business press is kind of overrated.

However, I *am* extremely glad that we did our presentations at both TC50 and DEMO.

First of all we've had loads of fun and got to meet people I've admired basically my whole life. And second and more important it has allowed us to attract great talent that otherwise would have no idea who we were and where to find us.

]]> By: Miklo http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7676 Miklo Wed, 07 Apr 2010 03:26:25 +0000 http://cdixon.org/?p=3191#comment-7676 Chris, what do you suggest startups do when they find out a competitor is doing something very similar to them? Holding off getting out the word makes sense if this isn't the case ... but if a competitor getting initial positioning in a market or category is a concern ... doesn't getting that initial press or other coverage before they do make sense (even if your product isn't as good as you'd like it to be yet)? Chris, what do you suggest startups do when they find out a competitor is doing something very similar to them? Holding off getting out the word makes sense if this isn't the case … but if a competitor getting initial positioning in a market or category is a concern … doesn't getting that initial press or other coverage before they do make sense (even if your product isn't as good as you'd like it to be yet)?

]]> By: David Semeria http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7671 David Semeria Tue, 06 Apr 2010 22:31:02 +0000 http://cdixon.org/?p=3191#comment-7671 Along similar lines, I think it's better to be not profiled by TC until it wouldn't make any difference either way.<br><br>Better to build-up your business slowly and solidly than be famous for one day. Along similar lines, I think it's better to be not profiled by TC until it wouldn't make any difference either way.

Better to build-up your business slowly and solidly than be famous for one day.

]]> By: suyogmody http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7670 suyogmody Tue, 06 Apr 2010 21:39:14 +0000 http://cdixon.org/?p=3191#comment-7670 i've got to agree ... maybe a serial entrepreneur needs to worry about staying in underhype or stealth mode. for a new entrepreneur, it's best to get as many eyes/ears on the idea and the success. worst case, you'll have a competitor but ideally the differentiation of your idea or execution will make you stand apart! i've got to agree … maybe a serial entrepreneur needs to worry about staying in underhype or stealth mode. for a new entrepreneur, it's best to get as many eyes/ears on the idea and the success. worst case, you'll have a competitor but ideally the differentiation of your idea or execution will make you stand apart!

]]> By: joshuakarp http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7669 joshuakarp Tue, 06 Apr 2010 20:31:06 +0000 http://cdixon.org/?p=3191#comment-7669 thanks for the clarification, andrew... thanks for the clarification, andrew…

]]> By: Andrew http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7668 Andrew Tue, 06 Apr 2010 20:29:35 +0000 http://cdixon.org/?p=3191#comment-7668 Groupon has had press almost since it launched and had been actively seeking it out. However, they were smart and went to the places their potential users were like Time Out Chicago and Local News stations. Tech media readers only overlap very slightly with potential Groupon customers. Tech media hype only brought competitors, the properly targeted media hype brought customers and users. <br><br><a href="http://ThePoint.com" rel="nofollow">ThePoint.com</a> was heading towards its last legs when Groupon was launched and it saved them, customer acquisition was their main focus and you couldn't have missed them if you went to a Chicago-based website and saw a google ad but there was no reason for them to be on TechCrunch until after they were successful Groupon has had press almost since it launched and had been actively seeking it out. However, they were smart and went to the places their potential users were like Time Out Chicago and Local News stations. Tech media readers only overlap very slightly with potential Groupon customers. Tech media hype only brought competitors, the properly targeted media hype brought customers and users.

ThePoint.com was heading towards its last legs when Groupon was launched and it saved them, customer acquisition was their main focus and you couldn't have missed them if you went to a Chicago-based website and saw a google ad but there was no reason for them to be on TechCrunch until after they were successful

]]> By: jkaljundi http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7664 jkaljundi Tue, 06 Apr 2010 20:02:45 +0000 http://cdixon.org/?p=3191#comment-7664 Sounds like "work mode / growth mode / work & grow mode" :) Sounds like “work mode / growth mode / work & grow mode” :)

]]> By: chris dixon http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7666 chris dixon Tue, 06 Apr 2010 20:00:54 +0000 http://cdixon.org/?p=3191#comment-7666 I think you can do both. Talk about your idea, especially when in formation phase, but then be discrete about your success fundraising, getting users, revenue etc. I think you can do both. Talk about your idea, especially when in formation phase, but then be discrete about your success fundraising, getting users, revenue etc.

]]> By: kirklove http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7665 kirklove Tue, 06 Apr 2010 19:58:22 +0000 http://cdixon.org/?p=3191#comment-7665 How does this jive with your earlier post about not being secretive when developing new idea? <a href="http://bit.ly/d2VA5z" rel="nofollow">http://bit.ly/d2VA5z</a><br><br>Just curious how you see the two relating if at all? How does this jive with your earlier post about not being secretive when developing new idea? http://bit.ly/d2VA5z

Just curious how you see the two relating if at all?

]]> By: Clarkebar http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7667 Clarkebar Tue, 06 Apr 2010 19:51:19 +0000 http://cdixon.org/?p=3191#comment-7667 I think the biggest reason we're starting to see more and more start ups work "underhyped" is because they're getting funded earlier and earlier as seed stage deals. Their ideas are still getting put on paper when they get the publicity of big name investors. In school people always guarded their answers during the test and boasted about how right they were afterward. A lot of these start ups may not be ready for that blow out marketing at the lunch table... for some they're still taking the test. <br><br>Another thought, brought up most recently by Sarah Tavel's blog post, is the growth of a start up ecosystem in ny. A lot of the recent seed deals with the most press are made up insiders on both sides of the table. It's obvious that the riskiest deals are supported by that social validation but I'd argue that for guys like me, first timers out of industry, the walls to the in crowd might be<br>getting taller. I think the biggest reason we're starting to see more and more start ups work “underhyped” is because they're getting funded earlier and earlier as seed stage deals. Their ideas are still getting put on paper when they get the publicity of big name investors. In school people always guarded their answers during the test and boasted about how right they were afterward. A lot of these start ups may not be ready for that blow out marketing at the lunch table… for some they're still taking the test.

Another thought, brought up most recently by Sarah Tavel's blog post, is the growth of a start up ecosystem in ny. A lot of the recent seed deals with the most press are made up insiders on both sides of the table. It's obvious that the riskiest deals are supported by that social validation but I'd argue that for guys like me, first timers out of industry, the walls to the in crowd might be
getting taller.

]]> By: gregory http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7663 gregory Tue, 06 Apr 2010 19:39:54 +0000 http://cdixon.org/?p=3191#comment-7663 Facebook was a great example of this themselves. The dominated college campuses before any angels, VCs, journalists or tech pundits were creating profiles on it. I wonder how much of their advantage came from having a non-early adopter user base early on. Facebook was a great example of this themselves. The dominated college campuses before any angels, VCs, journalists or tech pundits were creating profiles on it. I wonder how much of their advantage came from having a non-early adopter user base early on.

]]> By: Marcelo Calbucci http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7662 Marcelo Calbucci Tue, 06 Apr 2010 19:18:08 +0000 http://cdixon.org/?p=3191#comment-7662 Chris, I think there is a strategy at play -- which people forget about it -- as to why make a big deal when you get funding, and that is to get top talent. Yes, you can hire recruiters and work your ass off trying to find top engineers, top marketers, top sales people, but once you're in the news, quite a few of them tend to find you.<br><br>The reason this strategy is lost is that a lot of startups announce their funding just to brag, without a good PR strategy behind it. Chris, I think there is a strategy at play — which people forget about it — as to why make a big deal when you get funding, and that is to get top talent. Yes, you can hire recruiters and work your ass off trying to find top engineers, top marketers, top sales people, but once you're in the news, quite a few of them tend to find you.

The reason this strategy is lost is that a lot of startups announce their funding just to brag, without a good PR strategy behind it.

]]> By: chris dixon http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7661 chris dixon Tue, 06 Apr 2010 19:12:55 +0000 http://cdixon.org/?p=3191#comment-7661 Certainly press has it's virtues too... Certainly press has it's virtues too…

]]> By: austinbillc http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7660 austinbillc Tue, 06 Apr 2010 19:05:45 +0000 http://cdixon.org/?p=3191#comment-7660 As someone who is running a start-up I kept my business a secret for a long time because I was afraid that someone else would hear my idea and copy it. I read your post "Why you shouldn't keep your startup idea a secret" and agreed with most of your points and decided to launch the site earlier than I planned. I think it was the right decision. As someone who is running a start-up I kept my business a secret for a long time because I was afraid that someone else would hear my idea and copy it. I read your post “Why you shouldn't keep your startup idea a secret” and agreed with most of your points and decided to launch the site earlier than I planned. I think it was the right decision.

]]> By: Kiril http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7659 Kiril Tue, 06 Apr 2010 19:01:46 +0000 http://cdixon.org/?p=3191#comment-7659 Seems to me that the tech media is fixated on a very small portion of the actual innovation taking place in the industry. The vast majority is neither sexy ("oooh, LBS! iPhone!") nor "obvious" enough to be good fodder for hype.<br><br>"Hypedness" has less to do with the startup, more to do with what generates pageviews at the moment. Seems to me that the tech media is fixated on a very small portion of the actual innovation taking place in the industry. The vast majority is neither sexy (“oooh, LBS! iPhone!”) nor “obvious” enough to be good fodder for hype.

“Hypedness” has less to do with the startup, more to do with what generates pageviews at the moment.

]]> By: rajatsuri http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7658 rajatsuri Tue, 06 Apr 2010 19:01:08 +0000 http://cdixon.org/?p=3191#comment-7658 what about the latest TC post where Marc Andreesen says a 'hot' startup can command at least 4X the valuation? the low dilution and ease of raising money seems to be somewhat attractive<br><br>I actually agree with you and our startup is as underhyped as we can manage it. But there are cons as well as pros what about the latest TC post where Marc Andreesen says a 'hot' startup can command at least 4X the valuation? the low dilution and ease of raising money seems to be somewhat attractive

I actually agree with you and our startup is as underhyped as we can manage it. But there are cons as well as pros

]]> By: jonathanmendez http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7657 jonathanmendez Tue, 06 Apr 2010 19:00:34 +0000 http://cdixon.org/?p=3191#comment-7657 hype of course coming from hyperbole meaning exaggeration. never a good idea for any business to exaggerate their success. sharing real success in my experience had always been a huge plus.<br><br>people worry too much about competition. it's a big world. every mcdonalds needs a burger king. every home depot needs a lowes. competition is good and healthy for markets and helps drive success. if anything it should be embraced and used for motivation and if your idea is *that good* in the first place (unique) it would take anyone a decent time to catch up once you've built something.<br><br>man up. talk the talk but walk the walk. hype of course coming from hyperbole meaning exaggeration. never a good idea for any business to exaggerate their success. sharing real success in my experience had always been a huge plus.

people worry too much about competition. it's a big world. every mcdonalds needs a burger king. every home depot needs a lowes. competition is good and healthy for markets and helps drive success. if anything it should be embraced and used for motivation and if your idea is *that good* in the first place (unique) it would take anyone a decent time to catch up once you've built something.

man up. talk the talk but walk the walk.

]]> By: mattcarnevale http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7656 mattcarnevale Tue, 06 Apr 2010 19:00:24 +0000 http://cdixon.org/?p=3191#comment-7656 Wouldn't it depend on where you are in the development of your product. If you're in early stage development or not ready to scale properly you might want to keep it quiet until you have enough traction, especially if the product has a low barrier to entry. On the other hand if you ready to scale why not get the word out it Wouldn't it depend on where you are in the development of your product. If you're in early stage development or not ready to scale properly you might want to keep it quiet until you have enough traction, especially if the product has a low barrier to entry. On the other hand if you ready to scale why not get the word out it

]]> By: Charlie Park http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7655 Charlie Park Tue, 06 Apr 2010 18:54:48 +0000 http://cdixon.org/?p=3191#comment-7655 No comment on the business strategy itself, but I'm sorry for you and Chris (and al3x) that you can't record your fleeting thoughts without someone trying to capitalize on it. It's a sad commentary on the state of tech/biz press. No comment on the business strategy itself, but I'm sorry for you and Chris (and al3x) that you can't record your fleeting thoughts without someone trying to capitalize on it. It's a sad commentary on the state of tech/biz press.

]]> By: joshuakarp http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7654 joshuakarp Tue, 06 Apr 2010 18:54:03 +0000 http://cdixon.org/?p=3191#comment-7654 i think so, but my point was that they probably couldn't have gone that route without having investment money already. it would have taken an amazing amount of discipline to not try to get press, and to focus on getting revenue. those guys are pretty good, so maybe; but certainly my inclination would have been to get the press talking as soon as it looked like i could sell the thing to businesses. i think so, but my point was that they probably couldn't have gone that route without having investment money already. it would have taken an amazing amount of discipline to not try to get press, and to focus on getting revenue. those guys are pretty good, so maybe; but certainly my inclination would have been to get the press talking as soon as it looked like i could sell the thing to businesses.

]]> By: dherman76 http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7652 dherman76 Tue, 06 Apr 2010 18:50:11 +0000 http://cdixon.org/?p=3191#comment-7652 I've seen too many entrepreneurs recently really want to be a celebrity rather than build a sustainable company. It's not good. I've seen too many entrepreneurs recently really want to be a celebrity rather than build a sustainable company. It's not good.

]]> By: giffc http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7651 giffc Tue, 06 Apr 2010 18:47:43 +0000 http://cdixon.org/?p=3191#comment-7651 what, you mean focus on execution rather than being a celebrity? shocking concept :)<br><br>what do you think "underhype" mode (and the mental shift away from the big product launch) says about changing startup dependence on PR and media coverage? what, you mean focus on execution rather than being a celebrity? shocking concept :)

what do you think “underhype” mode (and the mental shift away from the big product launch) says about changing startup dependence on PR and media coverage?

]]> By: aweissman http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7650 aweissman Tue, 06 Apr 2010 18:46:36 +0000 http://cdixon.org/?p=3191#comment-7650 different words, same idea ;-) different words, same idea ;-)

]]> By: chris dixon http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7649 chris dixon Tue, 06 Apr 2010 18:44:33 +0000 http://cdixon.org/?p=3191#comment-7649 "[groupon] didn't need press to gain users to go from bootstrapped to angel, or seed VC." <br><br>that's exactly my point. the didn't get (lots of) press until they were already big. I think we agree...? “[groupon] didn't need press to gain users to go from bootstrapped to angel, or seed VC.”

that's exactly my point. the didn't get (lots of) press until they were already big. I think we agree…?

]]> By: chris dixon http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7648 chris dixon Tue, 06 Apr 2010 18:43:40 +0000 http://cdixon.org/?p=3191#comment-7648 isn't it more like "Keep your stash to yourself"? :) isn't it more like “Keep your stash to yourself”? :)

]]> By: joshuakarp http://cdixon.org/2010/04/06/underhyping-your-startup/comment-page-1/#comment-7647 joshuakarp Tue, 06 Apr 2010 18:40:41 +0000 http://cdixon.org/?p=3191#comment-7647 BTW, I don't know all of the details, but the folks behind Groupon took investment (7 figures) some time ago for something called ThePoint. They worked incredibly hard, and ultimately was able to migrate to Groupon, and to build it into what it is today. My point is, Groupon wasn't the original idea, and they weren't bootstrapped into a $30mil Accel investment. I tend to agree with your premise, but I don't know if Groupon is the best example - they didn't need press to gain users to go from bootstrapped to angel, or seed VC. BTW, I don't know all of the details, but the folks behind Groupon took investment (7 figures) some time ago for something called ThePoint. They worked incredibly hard, and ultimately was able to migrate to Groupon, and to build it into what it is today. My point is, Groupon wasn't the original idea, and they weren't bootstrapped into a $30mil Accel investment. I tend to agree with your premise, but I don't know if Groupon is the best example – they didn't need press to gain users to go from bootstrapped to angel, or seed VC.

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