Your solution is not the same as your product
Understand the difference to speed up your fundraise
TL;DR: Your solution is strategic, your product is tactical
I’ve reviewed hundreds of pitch decks over the past year, thanks to an AI review bot I launched last autumn. It’s given me a front-row seat to the common pitfalls and triumphs that startups experience. One surprisingly frequent hiccup? Failing to distinguish between a solution and a product.
At first glance, you might think, “Aren’t they the same thing? Our product solves a problem, so it’s our solution, right?” Well, not quite. It’s a bit more nuanced than that, and understanding the difference can be a game-changer for your startup.
Solutions are Strategic; Products are Iterable
Think of your solution as the North Star of your startup—the strategic purpose that underpins your very existence. It’s the big-picture answer to a significant problem.
Your product, on the other hand, is the vehicle you use to deliver that solution. It’s tangible, it’s specific, and crucially, it’s subject to change. Products can evolve, adapt, or even be replaced entirely as you learn more about your market and technology advances.
Real-World examples
Let’s take a trip back in time to illustrate this point. Henry Ford recognized a massive problem in the early 20th century: transportation was slow, dangerous, and expensive. His solution? Make personal, affordable vehicular transportation accessible to the masses.
The Model T was his product—a reliable, easy-to-handle motor car powered by an internal combustion engine. It was the means by which he delivered his solution. But here’s the kicker: the Model T isn’t around anymore, yet Ford Motor Company is still going strong. They’ve iterated their products countless times, adapting to new technologies and consumer needs, like pivoting toward electric vehicles today.
Now fast forward to the 21st century with Airbnb. The founders saw that hotels were expensive and impersonal, a problem for many travelers. Their solution was to create a web platform that allowed people to rent out their spare space to travelers, fostering a more personal and affordable experience.
Their initial product was a simple website connecting hosts and guests. Over time, Airbnb’s product offerings have evolved to include entire homes, unique stays like treehouses and yurts, and even local experiences hosted by residents. The core solution—a platform enabling more personal and affordable travel—remains the same, but the products delivering that solution have grown and changed.
Divorce your product from your solution
So, why does this distinction matter? Conflating your product with your solution can seriously hamstring your startup.
Firstly, it limits your growth opportunities. If you see your product as the solution, where do you go after bringing it to market? Investors are looking for scalability and potential for expansion. Being product-led rather than solution-driven suggests a lack of vision for future growth.
Secondly, it leaves little room for pivoting. Let’s say you launch your MVP and realize it’s not hitting the mark—it doesn’t provide the solution people want, or it’s not scalable. If you’ve anchored your entire startup to that specific product, you’re stuck. Investors want to see flexibility and resilience. They need to know you can adapt when the market shifts or when initial strategies don’t pan out.
Make a Statement
Just as you should be able to distill your problem into a single, resonant statement, you need to articulate your solution just as clearly.
For example:
• Problem: Dog owners need to purchase pet food regularly, but it’s bulky, inconvenient, and dogs crave variety.
• Solution: A subscription-based online service delivering a variety of dog food to your doorstep.
Or consider a B2C example:
• Problem: People want healthy home-cooked meals but lack the time or skills to prepare them.
• Solution: Meal kit delivery service with easy-to-follow recipes and pre-portioned ingredients.
By clearly defining the problem and the solution, you set the stage for your product to be the hero that carries out the mission. But remember, the product might change. Maybe you’ll start delivering fully cooked meals instead of meal kits, or perhaps you’ll develop a cooking app that teaches skills over time. The solution remains helping people enjoy healthy home-cooked meals; the product is just how you get them there.
Now Do It for Your Startup!
Take a step back and ask yourself: What fundamental problem are we solving? What’s our overarching solution to that problem? Once you’ve nailed that down, think about how your product serves as the conduit for delivering that solution.
By keeping your eyes on the solution while allowing your product to evolve, you open up a world of possibilities for growth, adaptation, and long-term success. Investors will see that you’re not just a one-trick pony but a company with a vision and the agility to achieve it.
So, the next time you’re crafting your pitch deck or strategizing your business plan, remember to delineate your solution from your product. Your future self—and your investors—will thank you.
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