“I want the product to be my own IP”

I’m currently Thinking… about a new business and these posts take a look at different aspects and thoughts

While this may seem obvious, it also requires more explanation. With Cadimage we created a series of Tools for ArchiCAD. While the Tools were our IP, our customers also needed to own ArchiCAD before they were even a prospect for us. 

Some estimates indicate there are 3-4 million architects worldwide. Let’s keep it simple and say 2,000,000. If you create a product that you hope will see a 15-25% uptake (tough) you could have 300,000 – 500,000 customers.  But if you rely on that customer already owning a particular piece of software the 2,000,000 total addressable market is considerably reduced.

We found with Cadimage that even simple marketing like Google Ads was fraught with difficulty, as we’d constantly pay for clicks that were worthless as the people didn’t even own ArchiCAD.

I want to create something that can be assessed completely on its own merits and provide value in and of itself. Depending on what we end up deciding it may need to work alongside other software, but I don’t want other software to be a pre-requisite.

While there is huge potential to create add-ons for the different BIM systems other issues we faced was customer expectations that the primary software should “just do that” ie the tools we were delivering were expected “out of the box” this led to many people not investing (even a relatively small amount) to buy tools that could increase their productivity. They would say “the product will do that at some time so I’ll wait” I could never understand people who would prefer to wait in order to increase productivity. 


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