How to get first customers for tech platform?

[Zack's Papa]

I have built a geolocation tracking platform, suitable for fleets of vans, buses, trains etc. where you can track your vehicles privately, or publish live locations (to show customers where their bus is), and I’m now in a position where I can “soft launch” before general release some time next year.

I have already been directly targeting/contacting suitable businesses but responses are slow and/or unfavourable.

Can anyone give me advice on how to attract those first clients for a tech business such as this? Based in Liverpool if that is relevant.

Thanks.

 

[Mark T Jones]

What key benefit(s) does your platform offer your target market that existing products don’t?

did you develop this in response to a problem, if so what was that problem?

 

[Zack's Papa]

What key benefit(s) does your platform offer your target market that existing products don’t?

did you develop this in response to a problem, if so what was that problem?

Hi Mark,

The key things the platform offers are affordability (can offer PAYG structure with no obligation, so can reduce costs to zero whenever required), accessibility (anyone can access published broadcasts, anyone with an Android phone can create and manage broadcasts), flexibility (can integrate with our APIs in any way you need) and extensibility (new Microservices can be, and are, regularly bolted on at no additional fixed cost - audio communications was recently added, for example).

I am initially hoping to get SMEs with no, or limited, tracking to trial the system and I am under no immediate pressure to make money (as I am currently employed full time with a decent salary) so I am able to provide an extremely low cost offering - including extensive free trial.

I’m under no illusion that the idea is a completely novel one. My idea is more to provide a cost effective platform to smaller companies who don’t have the resources or finances to afford existing solutions, but would like to offer their customers industry standard location tracking (think start-up courier services, for example).

Sorry for the huge essay I’m just after advice on how to get the convo started, so I can get my foot in the door and demo the solution. My emails are currently falling on deaf ears.


Matty

 

[Mark T Jones]

What you’ve given there is a list of features. Or put another way, a big block of meaningless text

the way to convert features to benefits is to identify how they will improve life/business for a specific group of clients (SMEs is far too broad).

you should have one key benefit and no more 2 secondary ones.

to throw a thought in, presumably your target client will run a few vehicles. How about plumbers for example running 5 vans?

 

[fisicx]

Where's the demo website?

Why would I want to use your app in preference to all the other options available? I've just done a Google search and there are dozens of well supported and cheap products available.

 

[Zack's Papa]

What you’ve given there is a list of features. Or put another way, a big block of meaningless text

the way to convert features to benefits is to identify how they will improve life/business for a specific group of clients (SMEs is far too broad).

you should have one key benefit and no more 2 secondary ones.

to throw a thought in, presumably your target client will run a few vehicles. How about plumbers for example running 5 vans?

Okay, so the key benefit is how easy it is to share the locations of your vehicles with your customers, so the plumbers example would be allowing customers to see exactly where they are. A better example might be a small transport company showing live locations of all buses, giving customers greater confidence in catching their bus on time.

 

[fisicx]

A better example might be a small transport company showing live locations of all buses, giving customers greater confidence in catching their bus on time.

Bus companies already do this.

Are you also supplying all the hardware? Does it integrate with the scheduling boards at bustops and existing tracking systems. Does it liaise with the depot systems so supervisors can see the whole fleet on a big screen?

 

[Mark T Jones]

Okay, so the key benefit is how easy it is to share the locations of your vehicles with your customers, so the plumbers example would be allowing customers to see exactly where they are. A better example might be a small transport company showing live locations of all buses, giving customers greater confidence in catching their bus on time.

Not strictly a benefit unless said transport company can identify with the problem and quantify a return form it. Also; I'd be pretty sure that most already have some tracking in place - so why is yours better?

I'm not trying to trip you up here; getting to the bottom of this is the key to marketing your product.

 

[Zack's Papa]

Where's the demo website?

Why would I want to use your app in preference to all the other options available? I've just done a Google search and there are dozens of well supported and cheap products available.

Demo website is a whitelabel example of the main site: broadcasts dot gee-oh dot net (can’t post links yet)

Main site is: gee-oh dot net

Why use my system in preference to others? How cheap and easy it is to set up, how cheap it is to run (PAYG with no obligation, or low cost fixed contract), the ability to publish locations live to all, the option for a completely whitelabelled solution at no extra cost, the ability to integrate with your existing systems at no extra cost, the access/influence you would have over the next priorities for development (as one of the first customers), the constant new integrations added at no extra cost (audio comms recently, full delivery tracking most likely to be next).

I’m waffling a bit there, sorry. It’s clearly not a prepared response, just a stream of consciousness I’ve typed out.

Thanks everyone for your replies by the way.


Matty

 

[Zack's Papa]

Bus companies already do this.

Are you also supplying all the hardware? Does it integrate with the scheduling boards at bustops and existing tracking systems. Does it liaise with the depot systems so supervisors can see the whole fleet on a big screen?

The bus companies I have been contacting in my local area do have some systems in place, but none of them show live bus locations on an interactive map (and the one that purported to do so was full of bugs, wouldn't display at all).

You're right, at this point my system won't interact with scheduling boards etc. (there will always be a period of integration required for things like this), but in terms of allowing supervisors to see all buses at once on a screen? Yep. That is exactly the kind of thing this is built for. With the built-in audio comms capabilities too, it provides options for remote coordination.

I'm not bold enough to think I can just take on the big boys now and win contracts with huge bus companies, but there are enough smaller companies just in my local area that offer nothing like what I would be able to provide.

 

[Zack's Papa]

Not strictly a benefit unless said transport company can identify with the problem and quantify a return form it. Also; I'd be pretty sure that most already have some tracking in place - so why is yours better?

I'm not trying to trip you up here; getting to the bottom of this is the key to marketing your product.

I totally understand Mark, and I really appreciate the frankness of your replies.

If I were to give reasons why my tracking might be better, I would start with the customer - the end product of displaying live locations on a beautiful interactive map, on a fully whitelabelled website, is something the customers could really appreciate/benefit from.

For the price as well, it's an easy way to improve the profile of the smaller transport companies.

 

[fisicx]

So why is none of this on your website?

Have you got tracking on your car so the map at least shows something - all I see the the North Sean and Holland.

Where is the app for my phone?

What's your marketing budget? Will you be visiting prospective clients, installing the tracking hardware and showing them how it works?

The problem you have is there is nothing to show a prospective client. So they won't be interested in a trial.

And not at all sure PAYG is the right way to do this. I'd rather see an range of payment options with different levels of service and payment discounts for larger fleets.

 

[Zack's Papa]

So why is none of this on your website?

Have you got tracking on your car so the map at least shows something - all I see the the North Sean and Holland.

Where is the app for my phone?

What's your marketing budget? Will you be visiting prospective clients, installing the tracking hardware and showing them how it works?

The problem you have is there is nothing to show a prospective client. So they won't be interested in a trial.

And not at all sure PAYG is the right way to do this. I'd rather see an range of payment options with different levels of service and payment discounts for larger fleets.

If you click "connect" in the top right corner, it logs you in. Then you click "broadcasts" button and choose that broadcast. You'll then see 10 or so devices that are being tracked around the globe. Zoom in/out with the mouse, select different devices to auto-centre on them, drag the mouse around to cancel auto-centre.

The phone app (for sending locations) is called Gee-Oh! Beacon, can be found on Google Play store (can't post link yet).

I have plenty to show prospective clients. As well as the demo site (which I admit could do with a bit more help/guidance), I have a full brochure/user guide - which I have had printed, but is also available as a PDF - and I have a Google Slides presentation which I will be using when visiting potential clients.

Yep, I am looking to go on-site and demonstrate/install the full system myself. From first registering an account to having 10 or so vehicles installed with devices will take under an hour.

I do admit I will need to sharpen up my preparation and salesman technique, I'm under no illusion that me or my product are the finished articles. I just want to get some response from potential customers so I can get in front of them and demo the system.

 

[Mr D]

Okay, so the key benefit is how easy it is to share the locations of your vehicles with your customers, so the plumbers example would be allowing customers to see exactly where they are. A better example might be a small transport company showing live locations of all buses, giving customers greater confidence in catching their bus on time.

When I am at the bus stop I don't care where the bus is or being able to see there are a couple several miles away.
What I do care about is the information telling me the bus is due in 3 minutes.

 

[Zack's Papa]

When I am at the bus stop I don't care where the bus is or being able to see there are a couple several miles away.
What I do care about is the information telling me the bus is due in 3 minutes.

So, yes, there will be people who don't care about seeing their locations, and then there are others who don't necessarily trust the information given. For example, anyone who has experienced a delayed/cancelled train will understand the frustration/confusion of just looking at numbers on a screen telling them increasingly untrustworthy information. Some people want to know where the train is.

Similarly, if you're trying to time your departure from work, being able to literally see where the bus is will let you make a more accurate decision on whether to run for it, or wait til the next one. I guess we disagree on this, but I would not always trust the minutes announcement as much as physically seeing the location of the particular vehicle.

Although I think this is a good use of the system, it is not the primary use and I don't think it makes sense for me to limit it to narrow bands of use. One of the key selling points should eventually be the platform's versatility, and part of the fun for me over the next year or so will be the discovery and definition of new use cases as they appear.

 

[Mr D]

So, yes, there will be people who don't care about seeing their locations, and then there are others who don't necessarily trust the information given. For example, anyone who has experienced a delayed/cancelled train will understand the frustration/confusion of just looking at numbers on a screen telling them increasingly untrustworthy information. Some people want to know where the train is.

Similarly, if you're trying to time your departure from work, being able to literally see where the bus is will let you make a more accurate decision on whether to run for it, or wait til the next one. I guess we disagree on this, but I would not always trust the minutes announcement as much as physically seeing the location of the particular vehicle.

Although I think this is a good use of the system, it is not the primary use and I don't think it makes sense for me to limit it to narrow bands of use. One of the key selling points should eventually be the platform's versatility, and part of the fun for me over the next year or so will be the discovery and definition of new use cases as they appear.

The bus shelters appear to update with revised info if bus is delayed.

Seeing the bus is a mile away does not help those awaiting a bus. And if they don't trust info from the bus company why would they trust you providing your information to the bus company?

Now, you aren't selling to bus passengers. You are selling to people who do want to know where the vehicle is.
Old technology, been around for some years. So what will you be showing as a benefit that your competitors are not?
What improves the business bottom line? What reduces time spent? What reduces cost to the business?
Quite likely that if the business needs to know where its vehicles are then they already are using some service - can you compete with a satisfactory service by a competitor?

 

[fisicx]

If you click "connect" in the top right corner, it logs you in. Then you click "broadcasts" button and choose that broadcast. You'll then see 10 or so devices that are being tracked around the globe. Zoom in/out with the mouse, select different devices to auto-centre on them, drag the mouse around to cancel auto-centre.

I just see a quivvering dot in the middle of the screen. It seems to be an aircraft in the middle of Bolivia. I have no idea what to do now. How far away is it from me? Where's the label telling me what I'm looking at. How soon until it gets here?

I was hoping to see a bus/taxi/car in the UK

And I've got an iPhone so the app isn't any use to me.

I'm sure what you have built is very clever but I can't see any benefit in using the product. The cost is rarely a USP for something like this. The functionality is fare more important.

If you want a review of your product join UKBF as a full member and post in the website reviews forum.

 

[gpietersz]

I think you need a marketing person to advise you on who to target (and hopefully confirm the product is actually viable) and possibly a sales person to sell (if you need to sell directly).

Improving your website is probably part of the solution, but there is probably a lot more you can do.

 

[Zack's Papa]

The bus shelters appear to update with revised info if bus is delayed.

Seeing the bus is a mile away does not help those awaiting a bus. And if they don't trust info from the bus company why would they trust you providing your information to the bus company?

Now, you aren't selling to bus passengers. You are selling to people who do want to know where the vehicle is.
Old technology, been around for some years. So what will you be showing as a benefit that your competitors are not?
What improves the business bottom line? What reduces time spent? What reduces cost to the business?
Quite likely that if the business needs to know where its vehicles are then they already are using some service - can you compete with a satisfactory service by a competitor?

Apologies if I'm coming across as defensive, I do genuinely appreciate your feedback.

To answer the last question first, yes, I think I can compete in a number of ways. One, by being the lowest cost solution available. And two, by tailoring solutions to the smaller/newer businesses that have not yet considered or committed to another solution.

That is specifically with regards to transport/travel. There are other models the system is compatible with, and niches are yet to be determined.

With regards to trusting "10 minutes away" vs. seeing a location on a map, it is much harder and more patently dishonest to misrepresent a physical location than just giving a time estimate. As we become more and more connected, I think this live/true information will become the norm as opposed to a bit of technical fluff on top.

Also, without giving too much away, a payments product is also in the pipeline, meaning that more and more interaction and control of your journey can be put into your mobile device. The readily scalable, expandable microservices architecture this is all built on is the real value here, and I fully accept peoples' reservations about the current front end display limitations.

 

[Zack's Papa]

I just see a quivvering dot in the middle of the screen. It seems to be an aircraft in the middle of Bolivia. I have no idea what to do now. How far away is it from me? Where's the label telling me what I'm looking at. How soon until it gets here?

I was hoping to see a bus/taxi/car in the UK

And I've got an iPhone so the app isn't any use to me.

I'm sure what you have built is very clever but I can't see any benefit in using the product. The cost is rarely a USP for something like this. The functionality is fare more important.

If you want a review of your product join UKBF as a full member and post in the website reviews forum.

Until I get that first legit customer, it is not practical for me to have cars just driving around for demo purposes, so I am pumping mock data into the system to show planes flying around. It's not that much of a leap of the imagination to have buses on roads instead of planes in the sky.

The app does not need to be of any use to you (bear with me). If you want to receive location data, the website is mobile friendly, just open Safari and track from there. You only need Android devices if you wish to send location data - which makes sense because there will be a lot fewer business with enough funds to equip a full fleet with iPhones vs. some dirt cheap reconditioned Android phones.

I appreciate that what is on offer is not very clear to you right now (admittedly I have not yet focussed on the "automated" presentation of the product, I concede I will have to work on that), but going back to the original post, I just need advice on how to get in front of someone so I can demo it in person. It makes much more sense then, honest ;-)

I will most likely join as a full member once I've made a few website adjustments, as recommended. Thank you.

 

[Zack's Papa]

I think you need a marketing person to advise you on who to target (and hopefully confirm the product is actually viable) and possibly a sales person to sell (if you need to sell directly).

Improving your website is probably part of the solution, but there is probably a lot more you can do.

Thanks. I have consulted with a marketing person over the last 6 months or so, who also didn't see the real value in the system at first, but I managed to demonstrate its worth. I do still have ongoing conversations about who to target etc. I'm just having no luck getting responses

I'm not surprised people have been rightly skeptical of this post, it's quite difficult for me to explain its value in a concise way (I'm a software developer by trade, so not naturally a good salesman/communicator).

Definitely agree about the need for a salesperson. When enough money is coming in, the first person I hire will be sales. Don't need to sell directly, but it will definitely be the main method for winning business, I expect.

 

[Mr D]

Apologies if I'm coming across as defensive, I do genuinely appreciate your feedback.

To answer the last question first, yes, I think I can compete in a number of ways. One, by being the lowest cost solution available. And two, by tailoring solutions to the smaller/newer businesses that have not yet considered or committed to another solution.

That is specifically with regards to transport/travel. There are other models the system is compatible with, and niches are yet to be determined.

With regards to trusting "10 minutes away" vs. seeing a location on a map, it is much harder and more patently dishonest to misrepresent a physical location than just giving a time estimate. As we become more and more connected, I think this live/true information will become the norm as opposed to a bit of technical fluff on top.

Also, without giving too much away, a payments product is also in the pipeline, meaning that more and more interaction and control of your journey can be put into your mobile device. The readily scalable, expandable microservices architecture this is all built on is the real value here, and I fully accept peoples' reservations about the current front end display limitations.

More interaction and control?
I want to travel by bus, I want to get on the bus, show my card (or phone) to the scanner then walk to the back seat and sit down.
Then at my stop get off the bus. I don't want to drive the bus, I don't want to watch out for traffic around the bus. Sit down, travel, arrive. Good bus trip.

Interaction with the bus and with the driver is minimal. Just enough for the bus company. And just as many passengers like it.

 

[Zack's Papa]

More interaction and control?
I want to travel by bus, I want to get on the bus, show my card (or phone) to the scanner then walk to the back seat and sit down.
Then at my stop get off the bus. I don't want to drive the bus, I don't want to watch out for traffic around the bus. Sit down, travel, arrive. Good bus trip.

Interaction with the bus and with the driver is minimal. Just enough for the bus company. And just as many passengers like it.

I get that. Not everyone wants to use every system. I do appreciate your comments though.

I totally accept there might be some limitations with the bus travel model as it stands right now, but I do have additional services to add to that, plus it's not even the sole/primary use case.

Thank you for your replies

 

[Deleted member 315707]

I actually disagree with a lot of the comments, I don't think you need a marketing person right now, I think you need product management.

 

[Zack's Papa]

I actually disagree with a lot of the comments, I don't think you need a marketing person right now, I think you need product management.

I think you might be right Thank you.

 

[The Byre]

Here's a tip for what it is worth - people who travel by bus usually do not have money. People who need to keep tabs on £100,000-worth of new cars or a container load of bearings or £200,000 of building materials have more money. If a company can tell a buyer at a factory exactly where a truck is located and that they can see where it is for themselves on your interactive map would be a mighty useful thing to be able to do.

I think you need product management.

THIS!

The product is not yet ready for the market, so little point in hiring marketing people.

In fact, I would be working out which market I want to target first - and then design my product to specifically target that market.

 

[billybob99]

In fact, I would be working out which market I want to target first - and then design my product to specifically target that market.

This.

It's win win this way and you'll make ££££.

 

[Mr D]

Here's a tip for what it is worth - people who travel by bus usually do not have money. People who need to keep tabs on £100,000-worth of new cars or a container load of bearings or £200,000 of building materials have more money. If a company can tell a buyer at a factory exactly where a truck is located and that they can see where it is for themselves on your interactive map would be a mighty useful thing to be able to do.

THIS!

The product is not yet ready for the market, so little point in hiring marketing people.

In fact, I would be working out which market I want to target first - and then design my product to specifically target that market.

For some of us bus users its that the bus is so much cheaper and more convenient.
I'll take the car to by the bus stop and park up.

 

[Zack's Papa]

Here's a tip for what it is worth - people who travel by bus usually do not have money. People who need to keep tabs on £100,000-worth of new cars or a container load of bearings or £200,000 of building materials have more money. If a company can tell a buyer at a factory exactly where a truck is located and that they can see where it is for themselves on your interactive map would be a mighty useful thing to be able to do.

THIS!

The product is not yet ready for the market, so little point in hiring marketing people.

In fact, I would be working out which market I want to target first - and then design my product to specifically target that market.

Thank you. I have been contacting haulage/shipping companies already, just not getting the replies yet. I agree that it's not 100% ready for the market, which is why I've not enabled open registration yet, but I do want to start working with companies in a Beta-version capacity, so that I can work towards a solution that works for them (and, by that token, others also).

But yes, the haulage model, where there is a device in the cab, sending location data and allowing audio comms, is another of the first use cases I have been pursuing.

I have contemplated offering a free-for-life deal for the first few customers, just so I can get some active feedback and prove/develop the system. Is this a good idea, or will people just be too suspicious of such an offer?

With regards to which market to target first, I'm thinking it should be the first market that bites (from the communications I have been sending out).

 

[fisicx]

Thank you. I have been contacting haulage/shipping companies already, just not getting the replies yet.

You won't.

They have tracking systems already. You don't need anything in the cab. The the control room that needs to know where things are.

Taxis have their own systems as to couriers.

In any case, a standalone tracking system isn't much use - it needs to be integrated with a CRM. And guess what, most decent CRM systems have tracking modules you can get.

You seem to have build a solution for a problem that doesn't really exist.

 

[NickGrogan]

https://developers.google.com/maps/solutions/transport-tracker/

Google demo app that does the same and more for free.

Create a Transport Tracker to track and manage moving assets like buses or delivery trucks. An Android app captures the location of your vehicles and stores it in a Firebase Realtime Database. A map built with the Maps JavaScript API provides realtime visibility of your vehicles, routes and schedules.

 

[billybob99]

Thank you. I have been contacting haulage/shipping companies already, just not getting the replies yet. I agree that it's not 100% ready for the market, which is why I've not enabled open registration yet, but I do want to start working with companies in a Beta-version capacity, so that I can work towards a solution that works for them (and, by that token, others also).

But yes, the haulage model, where there is a device in the cab, sending location data and allowing audio comms, is another of the first use cases I have been pursuing.

I have contemplated offering a free-for-life deal for the first few customers, just so I can get some active feedback and prove/develop the system. Is this a good idea, or will people just be too suspicious of such an offer?

With regards to which market to target first, I'm thinking it should be the first market that bites (from the communications I have been sending out).

There's gonna be a bunch of people saying something already exists that does the job, but you have to just look at the startup scene.

You'll find the majority of startups are doing what others have been doing for years with a slight twist.

A good friend of mine started niche, with heavy duty beacons.

He provides 2 solutions, theft prevention and asset tracking in the construction industry.

Subscription model, makes ££££.

As already mentioned, figure out which market you want to target and hone in on the specific problems they have and solve them.

 

[Zack's Papa]

You won't.

They have tracking systems already. You don't need anything in the cab. The the control room that needs to know where things are.

Taxis have their own systems as to couriers.

In any case, a standalone tracking system isn't much use - it needs to be integrated with a CRM. And guess what, most decent CRM systems have tracking modules you can get.

You seem to have build a solution for a problem that doesn't really exist.

That seems like a very "safe" approach, which I would probably take if my livelihood depended on the immediate success of this business, but this is a labour of love and I think I have enough avenues to explore (which I admit I am struggling to get across via this thread ) to find that niche I am looking for.

If everyone gave up building something just because something similar already exists, MySpace would still be king and Mark Zuckerberg would be a few billion quid worse off today.

Seriously though, I do understand and accept your criticism. There are certainly more novel ideas that I could have spent my time pursuing, but I'm under no pressure to make immediate money and I really believe in the potential of what I have. The system is so scalable and extensible that I can react immediately to a client's needs. I just need to find out what they are - if only they would reply to me

 

[Zack's Papa]

There's gonna be a bunch of people saying something already exists that does the job, but you have to just look at the startup scene.

You'll find the majority of startups are doing what others have been doing for years with a slight twist.

A good friend of mine started niche, with heavy duty beacons.

He provides 2 solutions, theft prevention and asset tracking in the construction industry.

Subscription model, makes ££££.

As already mentioned, figure out which market you want to target and hone in on the specific problems they have and solve them.

Thank you sir. I think that's my low-key immediate goal, to try and sweep up a few businesses that didn't realise they could afford and/or benefit from this type of thing.

I appreciate your reply.

 

[Zack's Papa]

Google demo app that does the same and more for free.

Create a Transport Tracker to track and manage moving assets like buses or delivery trucks. An Android app captures the location of your vehicles and stores it in a Firebase Realtime Database. A map built with the Maps JavaScript API provides realtime visibility of your vehicles, routes and schedules.

Thanks Nick. I realise that this is not the most novel idea out there, I just think I can compete in different ways. For example, Google won't offer a personal service to come to your office and setup the whole thing for you (which I am able to offer across NW England right now, easily enough of an area to sustain little old me), nor will they offer direct access to the lead developer/product owner (also me ) to allow them to get bespoke work done at zero extra cost.

The fact I have zero overheads, I'm personally sustained by my day job, I have no investors, debtors, rent costs etc. means I have a lot of leeway in terms of pricing. There will definitely be businesses out there for me.

 

[Zack's Papa]

Massive thank you for all your feedback and advice. Have a good weekend everyone!

 

[Mr D]

That seems like a very "safe" approach, which I would probably take if my livelihood depended on the immediate success of this business, but this is a labour of love and I think I have enough avenues to explore (which I admit I am struggling to get across via this thread ) to find that niche I am looking for.

If everyone gave up building something just because something similar already exists, MySpace would still be king and Mark Zuckerberg would be a few billion quid worse off today.

Seriously though, I do understand and accept your criticism. There are certainly more novel ideas that I could have spent my time pursuing, but I'm under no pressure to make immediate money and I really believe in the potential of what I have. The system is so scalable and extensible that I can react immediately to a client's needs. I just need to find out what they are - if only they would reply to me

People building something better - that's works.
People building something inferior - maybe find a market, maybe not but much tougher.

We also get people who come up with a solution, work out all the kinks, get it built - then look around for a problem it can solve.
Again much tougher for them.

 

[Alan]

People building something better - that's works.
People building something inferior - maybe find a market, maybe not but much tougher.

Wise words.