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You've got a good idea. In fact, it's brilliant. The market is currently lacking XYZ, and you've got just the right product or service that is going to be the first or best to address it. 

 

So, you and a bunch of your hired-hand friends who are equally brilliant start this thing from scratch in your basement. After several months of coding, calls to strangers and branding meetings, you win your first customer. Finally, there is a customer who is forward-thinking enough to see the glory of our offering, you think to yourself. 

 

Now, you have the attention of venture capitalists and you're garnering a little buzz inside some circles. This could be the next big thing. You're reaching for the stars.

But then comes a decisive time in every start-up where it's make it or break it. How do you take your company to that next level?

 

As an avid consumer and observer of industry trends, with four years of experience working for a company that grew exponentially from its start-up days, I've caught onto a few patterns of successful companies. Here, I want to share three essential points that will help you to make the jump over to the mainstream. 

 

1) Define your value proposition and keep it simple

 

Your product could be the best in the market. Or it could be the first in the market. Perhaps your product does not offer as many features or tools as the top competitor, but you're selling the fact that it's much more affordable. Whatever your company's vision or mission, this needs to be clear and well-defined or chances are you won't go far. This principle applies to both internal and external communications. Make sure everyone within the organization is on the same page so that hiring decisions, product development and budgets are all aligned with the expressed purpose. For the consumers, develop a simple yet catchy motto so that it's easy to pick up quickly and remember within a crowded marketplace. 

 

2) Ensure a good-quality product that can roll out to the public

 

When you initially create a product or service, you have the freedom and ability to customize it according to the vision of your first customers, catering to their every whim and fancy. However, once you set your sights on the mass market, you have to standardize your product offering. The challenge is to shift your focus from the demands of visionaries to the expectations of pragmatists (early majority) who will become the main revenue stream for your company. This is a delicate balance as you work with your internal developers and product team to separate the core features from the non-essential. Nevertheless, this step is fundamental in crossing over to the mainstream.

 

3) Capture the interest of one specific vertical or segment

 

There is a temptation to be everything to everyone. This is a surefire way to fail or, at best, remain middle of the pack. In order to make a name for yourself, you have to rally a group of loyal and supportive fans within a certain segment or base. Once you establish a stronghold, you can use it as the hub from which to branch out and reach other shores. For example, say you are creating portal software to solve issues such as accessibility and employee engagement within the HR sector. The product takes off and after a few years, you have gained a strong share of the HR market. The recognition you would have amassed for your work with HR (or any particular group) will now give you the credibility to expand into another sector or product offering. In essence, you are leveraging the merit from previous work to help establish ground in new territory.

 

It should go without saying that mastering these steps do not necessarily guarantee your start-up will be the next tech titan. But these principles should help push you closer to the next level of growth and success. In any case, remember the marketplace is crowded and cutthroat—if you are wise, diligent and resourceful, you just might rise above.