Published by:
Haresh Bajaj
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"Nobody knew what to do with that."
That was the reaction to our first homepage.
"A tech ecosystem covering the gamut of real estate processes: mortgage, fractional ownership, Golden Visa, all under one umbrella."
We couldn’t even explain it to ourselves!
I'd seen the same thing at Pleo, at Klarna, at every company I'd worked at before. Products our best salespeople couldn't explain in five minutes. We'd call it a training problem.
It was always a positioning problem we were asking training to fix.
The clearest example I know is Nike in 1988. Bill Bowerman, co-founder, had been saying it for years: "People make the mistake of thinking only elite Olympians are athletes. Everyone's an athlete. Everyone can be a runner"
Dan Wieden took that and wrote three words. Just Do It. First ad: an 80-year-old named Walt Stack jogging the Golden Gate Bridge.
Not a product feature in sight. Revenue went from $877M to $9.2B in a decade. Market share from 18% to 43%.
We ran our positioning for months. Every demo started with five minutes of explanation. Every investor meeting had the same question somewhere in the middle: "But what exactly does PRYPCO do?"
We'd answer it. Then answer it again.
Sound familiar?
The team kept defending it. The ecosystem framing described everything we did. We genuinely thought simplicity meant giving up on the ambition.
Eventually we threw it all out and asked one question: what's the one thing we can say that needs no explaining?
We landed on: own a piece of Dubai real estate from AED 500.
Buyers come from over 150 countries. They already know what Dubai property means. What most didn't have was a way in. Entry-level units start at AED 600k to 1.5m (€0.2mn - 0.4mn), which puts it out of reach for most people on earth.
We stopped explaining fractional ownership. We just opened access.
I think the best positioning doesn't explain. It just gives people permission to participate in something they didn't know they could.
We got there. And now the opportunity is to ensure our execution rises to meet the ambition and promise we've created.
Have you found your one-liner yet, or are you still explaining the category?
#PropTech #ProductLedGrowth #Access #Dubai #Marketing #Startups #Investment
