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Evan
I had to write a mission statement for our Marketing Plan...
Furiocity's Mission: To help others overcome the burdens of wealth inequality.
what do you think?

Clynton
My idea for vision: helping landlords fill off-season vacancies through price incentives. Or helping tenants better negotiate rents through shared pricing data.
Don't have a specific affinity to either

Evan
So I followed this guidance when writing / formatting: https://www.clearvoice.com/blog/difference-between-mission-vision-statement-examples/
You don’t have a strong sense of what exactly?

Clynton
The other problem is I don't experience it accutely

Evan
Got it. So [secret sauce stuff]. On a macro scale, [more secret sauce stuff] [ what you thought this version had it uncovered? :D ]

Clynton
No worries about mission/vision - just trying to find a North star = strong sense of purpose

Evan
What you mentioned above would be excellent starting positioning statements for the two groups — i.e. who we’re helping, what we’re solving, how we’re going to solve it
kind of like the whole value proposition in a nutshell
It might be a useful exercise to create buyer personas in hubspot, as you see them — one for tenants, one for landlords
it actually helps a great deal in terms of understanding the entire thing

Here’s the quick and dirty version that I think would be worthwhile (17 mins): https://app.hubspot.com/learning-center/5614336/lessons/305/1646
(sorry for crapping out hubspot lessons so frequently)

Clynton
Yeah, I've seen that in HS, but those personas seemed super generic to me unfortunately...
No worries. It's good that you know them by heart :smile:
K. So guiding star is identifying a group of people who have similar [pain points in our focus area and do secret sauce stuff for them]? Thereby helping the landlord and the tenants...

Evan
That’s a part of it, but there are a lot of different things that owners of properties would find valuable. Did you check out that article re: renting from a while back? It was particularly powerful for me...
And the Personas can be more specific / linked to automation.

Clynton
Yeah - went through that article and a couple more linked within it - lots of useful stuff

Evan
So about that article — we won’t know whether it’s valuable to our persona(s) unless we:
1) Create an assumed persona (duh)
2) Test out our theorized value proposition on said personas
1st Value Prop test = Landing Page with an Offer. If that starts gaining traction, gravy. If not, we re-theorize and re-test

Clynton
We did the personas before - wasn't sure what we would do for him specifically though

Evan
In any case, I do think going through a few of the specific lessons Hubspot [ lol. Hubspot I hope you guys are still paying him! ]

Clynton
for me lessons are not helpful if I don't know the goal... I get that Hubspot lessons teach "how to do inbound content" - but even before starting to grow the audience (move the ball down the field), I'd need to understand who the audience should be and how we aim to help them (what kind of goal post and where is ours - since wouldn't want to score on ourselves)
It's the classic B2B/B2C question as usual :disappointed: - do we bring customers to landlord (business) or bring deals to tenants (consumers)

Evan
How would you go about understanding the goal?

Clynton
The idea is to decide which one we plan to help (audience) and how (thesis). I'm fine with picking landlord or tenant (at least to lean more heavily towards)
then the goal could be for tenants - drop your rent by 10% every year (like Wal-Mart does) or for landlords bring you customers (like AirB&B does - though they still focus on making the customer experience perfect)
With the single persona in mind, we say sorry to all the others at least for now

Wal-Mart squeezes the vendors a bit - so does Amazon... but, because they focus on the consumer needs, vendors have to deal with it (it's where the customers are). Etsy/Ebay/fiverr/fb serve vendors more - consumers come for the deals. In the case of FB users are the product so advertisers get all sorts of goodies like demographic segmentation. [definitely thought about dropping this from the short version :) ]

Evan
I'm all about the tenants, as (I think) we'd need to serve them first in any case
Is that what you're thinking, as well?

Clynton
Tenants is cool
Thinking whichever, so specifying that target customer is fine. So now, target persona... the single residential tenant that can switch anytime and would do so to save $100/month or $200/year?
Anytime being once or twice per year

Evan
It sounds like a decision between making revenue immediately (small business) vs. what the vision is -- I'd be happy with building a solid foundation for tenants first
even if that means delaying revenue in place of other traction metrics

Evan
So let's think about all of the variables that go into picking a place
Nice: https://www.rentecdirect.com/blog/ultimate-guide-rent-apartment/

Clynton
That's fine - we could target creating super value for our persona - who will want to stick around and tell others because more tenants make it better for him

Evan
This. :arrow_up:
I couldn't agree more


So, there you have it - a more natural, open discussion we had to decide on who we're trying hardest to please. I mean we love landlords (and know many personally it turns out), but for our business to thrive, we really needed to focus on bringing out-sized value to one target customer. As a 2-sided marketplace we still have to provide value to both sides in order to grow - there's no denying that. You may talk about it differently, but I'm fairly most startups have to tackle the B2B/B2C question sooner or later...