Spiceworks programme provides launch pad for technology startups

Spiceworks has introduced “Built in Spiceworks,” a new programme that helps business-to-business (B2B) technology startups get to market and grow their businesses faster. The programme pairs startups with hand-selected groups of IT professionals from Spiceworks’ network of 2.5 million to provide the feedback and advice companies need to develop and market the latest B2B products and services.

“Our research on the Collaborative Economy has shown that companies harnessing the crowd for ideation, development, support and other business functions can be more resilient and efficient than those who do not,” said Jeremiah Owyang, analyst and partner at Altimeter Group. “This is especially true for technology startups who are typically more socially savvy and nimble, lack burdensome processes, and are more inclined to approach challenges in new ways.”

“Built in Spiceworks” helps startups tackle both pre- and post-launch stages, including market validation and research, product betas and trials, positioning and pricing testing, public launch promotions, and ongoing marketing programmes. More than a dozen technology startups are participating in the programme including Pertino, Exablox, Workspot, and PLUMgrid.

“The path to launching an enterprise technology startup is well understood; however, the game changes when targeting the $875 billion small-to-medium business IT market,” said Todd Krautkremer, vice president of Marketing at Pertino. “SMB IT professionals have traditionally been difficult to reach, making the path to market longer and more uncertain for startups. The ‘Built in Spiceworks’ programme addresses these issues by providing a community-powered lab environment for gathering hands-on product and go-to-market testing, feedback and insights."

The solution is designed for venture-backed startups designing and building products for IT professionals. However, the programme can be tailored for boot strapped or angel-funded companies. Programme features include:
· Market validation and research: Spiceworks harnesses the collective power of the Spiceworks Community to help startups quickly validate their market and understand the needs of IT professionals. Companies can choose from a variety of engagement options including large-scale custom research projects, informal polls and surveys, or more intimate focus groups.
· Product betas and trials: Spiceworks pairs startups with a hand-selected group of IT professionals from their target market to give vendors the real-world feedback they need to understand how their product performs, technical issues and challenges, and the features that matter most.
· Positioning and pricing feedback: Through the SpicePanel service, startups receive the candid, honest feedback they need to validate pain points and understand the value propositions, positioning and pricing that will resonate with potential customers. This helps ensure their marketing and demand generation initiatives are more effective.
· Public launch promotions: As a startup exits from stealth mode or begins to formally introduce their first product, Spiceworks’ marketing services can help startups immediately establish their presence and reach prospective buyers.
· Post-launch marketing: Spiceworks’ research, advertising, content marketing, and social engagement products and services can help startups build upon the momentum created at launch. Through Spiceworks, startups can build a loyal following within the Spiceworks Community, gain advocates, stay on top of the latest trends, advertise in a targeted way, and develop the content IT professionals need to make informed purchasing decisions.

“Spiceworks is in a unique position to help startups accelerate their product and marketing efforts by connecting them directly with their future customers,” said Jay Hallberg, co-founder and VP of marketing at Spiceworks. “This programme is reshaping how technology startups go to market and the growing impact a community of 2.5 million IT professionals is having on the technologies that are designed, developed and sold to them.”