Do You Really Know Your ICP? Why It Matters and How to Find Out

Do You Really Know Your ICP? Why It Matters and How to Find Out

Your ideal customer profile (ICP) is the north star for your entire company: it determines who you’re building for and selling to. Though most growth-stage founders think they know who their ICP is, very few know how to update and refine it to keep the company focused as they grow—which can lead to a lot of headaches down the road.

In this debut episode of a16z Growth’s new company scaling podcast, the a16z Guide to Growth, a16z's Joe Morrissey (General Partner, a16z Growth), Michael King (Partner, Go-to-Market Network), and Mark Regan (Partner, a16z Growth) break down why ICP misalignment is often the hidden cause of common problems across the entire company, from pipeline gaps and bloated marketing spend to stalled product roadmaps—and dive deep on how to fix it.

They offer tactical advice for defining (and refining!) your ICP as you scale, explain why getting it right requires company-wide alignment, and how to navigate the “precision paradox” when implementing it. Plus, why ICPs matter even more in the AI era, and how a well-executed ICP shows up across the business when it's working.

Resources:

Read more on sales and go-to-market on our Growth Content Compendium

Find Joe on LinkedIn: https://www.linkedin.com/in/morrisseyjoe/

Find Mark on LinkedIn: https://www.linkedin.com/in/mregan178/

Find Michael on LinkedIn: https://www.linkedin.com/in/michael-king-62258/

Find Emma on LinkedIn: https://www.linkedin.com/in/emmajanaskie/

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Please note that the content here is for informational purposes only; should NOT be taken as legal, business, tax, or investment advice or be used to evaluate any investment or security; and is not directed at any investors or potential investors in any a16z fund. a16z and its affiliates may maintain investments in the companies discussed. For more details please see a16z.com/disclosures.

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Pandemic Relief and Fraud: Willful Deceit or Design Defect?

Pandemic Relief and Fraud: Willful Deceit or Design Defect?

This episode examines the potential for misuse and fraud among those applying for the Paycheck Protection Program (PPP)—and how fintech and software provide overlooked tools to stop it.  On March 27th, the government enacted a $2.2 trillion dollar stimulus package called the CARES Act, the largest aid measure in history. The act provides more than $500 billion for the Paycheck Protection Program, or PPP, a low-interest, forgivable loan program designed to help small businesses and self-employed individuals retain workers and stay afloat during the pandemic. Since March, the Small Business Administration has approved billions of dollars in PPP loans. But it is also estimated that U.S. losses from coronavirus-related fraud and identity theft have reached almost $100 million. According to the New York Times, the Small Business Administration’s fraud hotline has received 42,000 reports about coronavirus-related cheating and misuse; by comparison, last year it had less than 800.To date, the Department of Justice has charged more than 40 cases of PPP-related schemes, from claiming non-existent employees or non-existent businesses to identity theft, kickback schemes, fake tax documents, and multi-state fraud rings. Most of those cases have alleged fraud of more than a $1 million. But what about the countless others that may be cheating taxpayers out of smaller—but not insignificant—sums? How does the government decide who should get money and who shouldn’t among millions of applications from businesses of all industries and sizes—and what role do banks play? How does the program then distribute that money quickly and accurately—or not, in many cases? And what tools are at our disposal to catch those who cheat the system? Host Lauren Murrow is joined by Bharat Ramamurti, the original member of the COVID-19 Congressional Oversight Commission, which is tasked with evaluating the impact of coronavirus relief loans; Naftali Harris, the CEO of SentiLink, a software company that builds technology to detect synthetic fraud; and a16z fintech general partner Alex Rampell.

4 Sep 202040min

Measuring & Managing Community Orgs, Developer Relations and Beyond

Measuring & Managing Community Orgs, Developer Relations and Beyond

Okay, so we know community is important -- whether for developer relations for your product or other types of communities -- but how do we measure the success of community initiatives and even artifacts (like events or schwag), given how indirect and long-cycle so much of it is? How do we know we're even measuring the right things, and is there one key metric or KPI for measuring the health of a community? Where do "meta communities" or where does engaging key community leaders come in?And when it comes to developer relations specifically, where should devrel sit in an organization (product, sales, engineering)? Who should you hire first? How do you reconcile developer as customer vs. developer as community member? And what's the difference between evangelism and advocacy?Amir Shevat -- former VP of Product and Developer Experience at Twitch and former Director of Developer Relations at Slack who also previously worked at Google and Microsoft -- drew on his experiences to share insights and answers to these questions, as well as provides an overview of key concepts, followed by a Q&A with Mikeal Rogers, who works on Community Operations at Protocol Labs, and was formerly Community Manager of the Node.js foundation (and has shared insights on the changing culture and community of open source on a previous episode of the a16z Podcast).This episode is based on a conversation that took place at a portfolio workshop event from a couple years ago organized by former a16z crypto partner Jesse Walden, because crypto gives developers the ability to build on top of and extend any protocol or application in the space, and developer relations and community building is an important part of that being realized. You can find the latest on company building best practices for crypto at a16z Crypto Startup School and see other pieces in our ongoing community series at a16z.com/community.

30 Aug 202033min

Reining in Complexity: Data Science & Future of AI/ML Businesses

Reining in Complexity: Data Science & Future of AI/ML Businesses

There is no spoon. Or rather, “There is no such thing as ‘data’, there’s just frozen models”, argues Peter Wang, the co-founder and CEO of Anaconda — who also created the PyData conferences and grew the early data science community there, while on the frontlines of trying to make Python useful for business analytics. He views both models and data as fluid, more like metaphysics than typical data management… Or perhaps it’s that when it comes to data, those with a physics background just better appreciate the mind-bending complexity and challenges of reining in the natural world, and therefore get the unique challenges of AI/ML development, observes a16z general partner Martin Casado — whose first job after college involved computational physics simulation and high-performance computing in Python at Lawrence Livermore National Laboratory. (Wang, meanwhile, graduated in physics.)But this not just a philosophical question — the answer has real implications for the margins, organizational structures, and building of AI/ML businesses. Especially as we’re in a tricky time of transition, where customers don’t even know what they’re asking for, yet are looking for AI/ML help or know it’s the future. So what does this all mean for the software value chain; for open source collaboration and commodification; and for the future of software businesses? After all, it’s not written in stone that “All information systems must be deconstructed into hardware, and software, and data” and that “software must have these margins”… Will there be a new type of company? image: Pawel Loj / Wikimedia Commons

21 Aug 202044min

Online Learning and the Ed Tech Debate

Online Learning and the Ed Tech Debate

This episode is all about education and technology, a topic that’s especially top of mind this week as students in much of the country return to school—virtually. The intersection of learning and technology has been accelerated by the pandemic, but the debate around education's "disruption," and what that means for educators doing the hands-on work of teaching, has been swirling for years.In this episode, a16z general partner Connie Chan and host Lauren Murrow are joined by educators and experts Josh Kim, the Director of Online Programs and Strategy at  Dartmouth College (whose most recent book, Learning Innovation and the Future of Higher Education, was published earlier this year), and David Deming, Professor of Education and Economics at the Harvard Kennedy School and the Harvard Graduate School of Education.We explore the complicated issue of online education from a variety of angles: Can the quality of online learning stack up to an  in-person education? What improvements have we seen over the past decade and what improvements are we likely to see this fall, compared to the COVID scramble last spring? And might this moment be the push we need for educators and technologists—sometimes at odds—to collaborate more closely?We discuss and debate the research behind online learning, the dual impact of tech and COVID on the future of higher ed, and tech's potential in everything from curriculum to access to structural inequality.

17 Aug 202048min

On Vaccines and Vaccinology, in COVID and Beyond

On Vaccines and Vaccinology, in COVID and Beyond

WHEN are we going to have a COVID-19 vaccine, and how the heck are we going from (what’s been traditionally been up to) 12 years or so of vaccine development compressed into 12 months or so? What will and won’t be compromised here, and where do new technologies -- like mRNA or messenger RNA vaccines -- come in? Where will vaccines likely be distributed first, who will and won't get them initially, both across populations... and nations?Rajeev Venkayya, president of the Global Vaccine Business Unit at Takeda Pharmaceutical Company and former White House Special Assistant to the President for Biodefense (where, among other things, he was the principal author of the National Strategy for Pandemic Influenza) joins this special deep-dive episode of the a16z Podcast, in conversation with general partner Jorge Conde to discuss all things vaccines. Including where does manufacturing and scale-up come in -- is "plug and play" really here? -- and by the way, why have we traditionally used eggs in growing vaccines?Where and how can startups and others participate in vaccine development, given how competitive, time-consuming, capital intensive, and risky it is to develop (and sell) them? Can we decouple the question of how we reopen schools with when we have a vaccine? And how do we maintain not just safety and efficacy of vaccines but trust and transparency when it comes to mis/information? We may actually see the emergence of a "Neo Anti-Vaxxer" thanks to the rush... but we may also be entering a renaissance for vaccinology after this pandemic. So what changes, what doesn't? image: Jernej Furman / Flickr

14 Aug 202056min

Turning Open Source Developers Into Superfans

Turning Open Source Developers Into Superfans

In this episode, we continue our community series with a recent discussion that applies to many kinds of community building. Today’s topic: How do you create a platform that people not only use, but tell their friends about? One that goes beyond just being useful and actually connects deeply with the user? In this discussion, which was recorded at our Crypto Startup School in April 2020, a16z General Partner Chris Dixon talked about building communities — specifically, communities of open-source developers — with GitHub cofounder Tom Preston-Werner. They discussed how to engage early users, how to turn them into your biggest advocates, how to create superfans, and more. Today, GitHub is the leading community for open-source developers and others. They also discuss in-person communities vs. distributed communities, a topic that is very top of mind today.

10 Aug 202045min

Journal Club: Slaying the Sleeper Cells of Aging with CAR T

Journal Club: Slaying the Sleeper Cells of Aging with CAR T

CAR T therapy is a groundbreaking medicine that uses engineered T cells to attack cancer. But CAR T cells (that is, chimeric antigen receptor T cells) can be programmed to recognize a huge range of target proteins and cell types. So what other types of cells should we train CAR Ts to recognize and destroy to improve human health?On this episode of the a16z Journal Club, a16z General Partner Jorge Conde, bio deal team partner Andy Tran, and Lauren Richardson discuss new research published in Nature in which the authors engineer CAR T cells to recognize and kill senescent cells. Cellular senescence is a process where cells stop dividing (sort of go to sleep), and in many cases this can be protective, like its role in tumor suppression, but if too many cells become senescent of if they are not removed, they can trigger inflammation and cause disease, like in atherosclerosis and type 2 diabetes. Critically, senescent cells build up as we age and contribute to a whole host of age-related conditions. In this episode we cover how the authors created these senescence killing (aka senolytic) CAR T cells, the diseases that could be treated with senolytic CAR Ts, the hurdles to getting them into the clinic, and how they could potentially be used to treat aging and possibly improve longevity.“Senolytic CAR T cells reverse senescence-associated pathologies” in Nature (June 2020) by Corina Amor, Judith Feucht, Josef Leibold, Yu-Jui Ho, Changyu Zhu, Direna Alonso-Curbelo, Jorge Mansilla-Soto, Jacob A. Boyer, Xiang Li, Theodoros Giavridis, Amanda Kulick, Shauna Houlihan, Ellinor Peerschke, Scott L. Friedman, Vladimir Ponomarev, Alessandra Piersigilli, Michel Sadelain & Scott W. Lowea16z bio Journal Club (part of the a16z Podcast), curates and covers recent advances from the scientific literature -- what papers we’re reading, and why they matter from our perspective at the intersection of biology & technology. You can find all these episodes at a16z.com/journalclub.

9 Aug 202018min

Working, Making, Creating in Public... and Private

Working, Making, Creating in Public... and Private

We're living in an unprecedented era of online collaboration, coordination, and creation. All kinds of people are coming together -- whether in an open source project or company, an R&D initiative, a department in a company, a club or special interest group, even a group of friends and family -- around some shared interest or activity. But the word "members" is faceless, and doesn't help us really understand, support (and better design for) these communities.So in this special book launch episode of the a16z Podcast, Nadia Eghbal -- author of the new book Working in Public: The Making and Maintenance of Open Source Software published by Stripe Press -- shares with a16z editor in chief Sonal Chokshi the latest research and insights from years of studying the health of open source communities (for Ford Foundation), working in developer experience (at GitHub), researching the economics and production of software (at Protocol Labs), and now focusing on writer experience at Substack.Eghbal offers a new taxonomy of communities -- including newer phenomena such as "stadiums" of open source developers, other creators, and really, influencers -- who are performing their work in massive spaces where the work is public (and not necessarily participatory). So what lessons of open source communities do and don't apply to the passion economy and creator communities? How does the evolution of online communities -- really, social networks -- shift the focus to reputation and status as a service? And what if working in public is also about sharing in private, given the "dark forest theory of the internet", the growing desire for more "high-shared context" groups and spaces (including even podcasts and newsletters)? All this and more in this episode.

2 Aug 202047min

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