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Going to Market When No Market Exists

Martin Casado

This analysis argues that for enterprise startups creating new market categories, go-to-market strategy and direct sales execution are the primary drivers of valuation rather than technology alone. It prescribes a high-ACV pricing model anchored by direct sales and founder-led evangelism to avoid market cannibalization, while warning against premature reliance on channels or competitor benchmarks. The guidance concludes that technical founders must prioritize understanding organizational pricing physics and refining a simple narrative before engaging traditional mature-market tactics.