At the start of a innovative activity, (almost) no one trusts you completely. Prospects want tangible evidence of your added value and that's quite normal. But these tangible proofs do not necessarily exist. Not all. Or pas encore.
The young company often does not yet have a references offer is not fully positioned, the patented not finalized, nor the sales pitch for that matter.
However, some prospects take the risk of trusting you because they give your value proposition some credibility. The literature calls them early-adopters " : them " early adopters if I may say so.
Of course, this trust is measured - reduced budgets, need to undersell, or even to offer all or part of the added value– but the start-up gains enormously: putting its value proposition to the test, experimenting with its forces and limit, identify needs Additional and refine his positioning. It is often only later that she will be able to aim for the right price for her solutions.
that all early-adopters thank you, many start-ups owe them a lot.