| 1.) Selling to a customer is hard. 2.) Selling to a customer that must then sell your product to its customer is at least an order of magnitude harder, and may be one of the hardest tricks for a new business to pull-off successfully. Simply put, you don't have the branding to convert the end customer nor the control over that second sales process. Compounding this is that your product is not a priority for your direct customer and is not mission-critical to them in addressing their actual priorities. Thus, they will not engage nearly the focus required to address item 1 above in selling your product to its customers (i.e. end-users). This last point can't be stressed enough. As entrepreneurs, our products are our focus and we tend to project that priority onto others. The only way this model will work is if: a.) The product is extraordinarily compelling/valuable to the end user in the same sense as would form the basis for building any viable business AND b.) The product is easy for your customer to sell to the end user in a frictionless manner (easy to communicate, requires no onboarding or support from your customer, etc.) AND EITHER: c.) Your product were mission-critical to your direct customer (preferred) OR d.) There was an immediate value to be had for your customer from introducing the product to the end user (monetization, good will, etc) It seems that you have achieved only b (perhaps) and d in this equation, and then only to varying degrees. If you cannot pivot to solving the other variables then you should shut it down now. |