Your landing page should describe the risk you’ve projected out of the business
When I work with early-stage startups figuring out how to tell their story, traction slippage is often a sticking point. How do you show traction when you haven’t brought a product to market yet, or when your revenue is more of a trickle than a rain? To answer the question, think about what traction represents for a startup.
Traction, in short, is evidence that your company’s chances of success are increasing, while the inherent risk in business is going the other way. Traction is proof that what you’re doing is working.
I like to think of the process of building a company as organized risk-taking. Perhaps this is one way to think about your appeal: What risks have you created from the business so far?
When you first started your company, you likely started with nothing. You have several resources, such as your mental capital (training and experience), your social capital (friends, contacts, people you can rely on), and your desire (the desire to run this company in the first place). You may also have some actual capital, whether that’s money collected from three friends, family and fools, or your own savings. You also have an almost infinite amount of risk. At this stage, no company is a guaranteed success.