Article · ~15 min read

A B2B Founder's Guide to Generating Demand from Scratch

Bessemer Venture Partners · Bessemer Venture Partners (Atlas) Free Advanced

If your market is real but latent, meaning the pain exists but no one is actively shopping, this is the playbook for creating demand rather than capturing it. It is honest about how much education and time that path costs, which helps you decide whether the gap is worth it. Read it to judge whether you are early to a real market or wrong about it.

  • Latent demand must be created, not just captured, and that is expensive
  • Educate the buyer on a problem they have not named yet
  • Weigh the cost of category creation against the size of the real pain
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The question it answers

  1. My market is huge on paper but almost nobody is actually paying for solutions today. Good sign or bad?

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