Traction is the early support from your target customer base that allows you to quite literally \u201cget the ball rolling.\u201d Like a runner sprinting off the line, you need good grip to get started. If the support is continuous, and grows in numbers, the runner moves faster and more efficiently as they accelerate. The runner, of course, is your business, and their momentum is ideally an upwards peak in customers!<\/p>\n
While traction is primarily used in the context of early stage startups, it also applies to companies in any stage of development. For instance, when launching new product lines, rebranding, or continuing to expand at a healthy rate.<\/p>\n
In this post, we\u2019ll share video metrics that are helpful in measuring and improving traction for each stage of growth. These tips apply whether your company is barely more than a daydream, or already a well-established brand.<\/p>\n
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Marc Andressen, who coined the term<\/a>, defines product-market fit as, \u201cbeing in a good market with a product that can satisfy that market.\u201d Once you’ve achieved product-market fit, your company should begin to take off.<\/p>\n Before your company reaches product-market fit, it is important to start tracking metrics to measure traction over time. That way, you can evaluate whether you should stay the course, or pivot.<\/p>\n Kickstarter is where many early stage companies get their start. Not surprisingly, many of them leverage video to get potential investors excited about their product. Consequently, it’s a great place to find brands making videos that can give them insights like these, such as\u00a0CYCL\u2019s successful campaign<\/a>.<\/p>\n