Why Do Startups Need to Do Things That Don’t Scale?
Launching a startup is an exhilarating journey filled with uncertainty and potential. One critical lesson often emphasized in entrepreneurial circles is the necessity of doing things that don’t scale in the early stages of a business. But what does this mean, and why is it so crucial for startups? This article will explore these questions, delving into practical examples and insights to help founders understand and apply this concept effectively.
What Does “Doing Things That Don’t Scale” Mean?
Paul Graham, the founder of Y Combinator, famously popularized the concept of doing things that don’t scale. This principle encourages startups to engage in manual, labor-intensive tasks that wouldn’t be sustainable as the company grows but are essential in the early stages to build a strong foundation. These tasks might include personal customer service, direct sales, and hands-on product development.
Why Is This Approach Essential for Startups?
1. Building Relationships with Customers
One of the primary reasons for doing things that don’t scale is to establish and nurture relationships with customers. Unlike established companies that can rely on digital marketing campaigns to attract customers, startups need to get personal.
Example: When Seamless first launched, its founders personally contacted law firms in New York, took their lunch orders, placed those orders at restaurants, and oversaw the delivery. This hands-on approach helped them build direct relationships with both customers and suppliers, gaining deep insights into their needs and preferences.
2. Testing and Validating Concepts
Manual processes allow startups to test and validate concepts before investing heavily in them. This approach helps avoid costly mistakes and ensures that the business is meeting real customer needs.
Example: Diapers.com founders initially bought diapers at retail from Costco and sold them at a loss to understand customer demand before building a complex supply chain. This method helped them validate their business model without significant upfront investment.
3. Rapid Iteration and Improvement
Being directly involved with customers allows founders to gather immediate feedback and make necessary improvements to their products or services. This iterative process is crucial for developing a product that truly meets market demands.
Example: Airbnb’s founders, noticing poor quality images on listings, personally took high-quality photos of listings in New York. This simple change significantly increased bookings and helped them develop a professional photo service for hosts, contributing to their rapid growth.
How Do Manual Efforts Lay the Foundation for Scaling?
Manual, unscalable efforts in the beginning set the stage for scalable processes later. By understanding customer needs deeply and iterating quickly, startups can build a solid foundation that supports future growth.
Acquiring First Customers
Personal interaction with early customers not only helps in acquiring them without significant marketing spend but also turns them into loyal advocates who can help spread the word.
Creating a Feedback Loop
Direct involvement helps in creating a continuous feedback loop where customers’ pain points and preferences are directly fed into product development, leading to a more refined and customer-centric product.
Refining Business Processes
By managing processes manually, founders can identify inefficiencies and areas for improvement, making it easier to develop automated systems that work effectively at scale.
Real-World Examples of Startups Doing Things That Don’t Scale
Seamless
Seamless founders personally managed lunch orders for law firms in New York to understand the market better and build strong relationships. This hands-on approach provided valuable insights that shaped their business model and helped them deliver exceptional service early on.
Diapers.com
Before investing in a supply chain, Diapers.com founders tested the market by buying and selling diapers at a loss. This strategy allowed them to validate demand and refine their logistics before scaling up.
Airbnb
Airbnb’s founders improved listing images themselves to boost bookings. This initiative directly addressed a critical issue and provided a better user experience, which was pivotal in their early success.
FAQs
What are “things that don’t scale”?
Things that don’t scale are manual, labor-intensive tasks that are not sustainable in the long term but are essential for understanding customer needs, testing ideas, and building relationships in the early stages of a startup.
Why should startups do things that don’t scale?
Startups should engage in these tasks to build strong customer relationships, validate concepts, and refine their products based on real-world feedback. These efforts lay a solid foundation for scalable processes later on.
How can doing things that don’t scale help in scaling a business eventually?
By understanding customer needs deeply and refining their products through manual efforts, startups can develop efficient, automated processes that are more likely to succeed at scale. These early efforts also create loyal customers and advocates who can drive organic growth.
Can you give examples of startups that succeeded by doing things that don’t scale?
Seamless, Diapers.com, and Airbnb are notable examples. Seamless founders managed orders themselves to build relationships, Diapers.com founders tested market demand by selling at a loss, and Airbnb’s founders improved listing images personally to increase bookings.
Conclusion
Doing things that don’t scale is a powerful strategy for startups. It allows founders to build strong relationships with customers, test and validate their business concepts, and iterate rapidly based on real-world feedback. These efforts, while not sustainable in the long term, are crucial for laying the groundwork for scalable processes and sustainable growth.
If you’re an entrepreneur looking to gain more insights and practical advice, check out our podcast series for in-depth discussions on building successful businesses. For those interested in joining a supportive community and accessing valuable resources, consider applying to our incubator program at Interplay.
Doing Things that Don’t Scale: Unpacking An Important Concept for Startups was originally published in @MPD on Medium, where people are continuing the conversation by highlighting and responding to this story.
