What Makes a Good Consumer Internet Investment....

Here's a checklist of sorts that I look for when considering a consumer internet investment opportunity.   Some of these criteria are plain old common sense and some are unique to lessons we've learned on the Internet 1.0:

1) Very Big Addressable Market

- Should be over $2B in revenues from addressable market

- Big market gives room for execution missteps

2) Some Sort of Competitive Advantage(s)

- Company should advantage of an innovator's dilemma of incumbents

- e.g. new revenue model that incumbents can't embrace

- Room for plenty of innovation in product to stay ahead of big players

- Proven distribution deals that give the company an edge (most don't work so we're skeptical)

3) Killer Team - Sharp and Knows the Product and Customer Cold

- Ideally has experience in internet 1.0 having learned the lessons

- Insight into customer segment needs

4) Solution should be simple for a problem hard to solve offline

- Ideally, works off existing user habits vs forcing a change in habits

5) Signs of Early Momentum before you raise VC Funding

- Angel or internal funds go a long way as it's a lot cheaper to launch internet services today than Internet 1.0

- Show the quality of the site/service via a live beta

- Show strong user growth with little marketing

- Early indications your customers "rave" about your service

6) Compelling Customer Acquisition Strategy

- Need some sort of "special sauce" like inherent viral nature of service (word of mouth alone rarely works)

- Partnerships can help but they've got to CARE and bring VOLUME

7) Convincing Revenue Model Options

- Should have lots of potential models (premium, ads, transactions) - any one or two of which can generate critical mass

- Not "once i get 10M users, I will sell ads"

8) Idea should be able to morph and provide major option value over time

- Should increase market size dramatically

- Opportunity should allow for strategic shifts if needed

Comments

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