Note · 2 min read
Reaching an audience that already exists
At this stage of Invisor, I spend more time on distribution and validation. I am testing collaborations with real estate creators who already have an audience.
Where I am spending my time
I am now focused on Invisor’s go-to-market. Almost all the development I do consists of interface improvements based on how people use the free plan. In another note, I explain how Hermes helps me study that behaviour and decide what to change.
I need more users to keep validating the product. SEO and visibility in AI answers are working well for me: I have seen ChatGPT recommend Invisor. I have also tried UGC and organic videos. Creating content consistently does not quite suit me, and I struggle to find a tone I feel comfortable with for the Spanish market.
That led me to try collaborations with real estate creators who already have an audience and a relationship with it.
Moving from research to conversations
I connected my social accounts to Hermes so it could help me find established profiles. Then I looked for contact details with Apollo and Lusha and wrote to them on WhatsApp.
This week I have several meetings with creators who could give Invisor exposure at no cost. That is an initial result from the search. I still need to see which collaborations come out of those conversations and whether they bring people who use the product.
Hermes helps me reduce the research work and get to those meetings sooner. My job remains to explain Invisor, understand what fits each audience and decide whom it makes sense to work with.
What made me consider this route
I am reading The Hard Thing About Hard Things by Ben Horowitz. The choice between developing a capability within the team and acquiring a company that already had it caught my attention. Opsware ended up buying Rendition Networks to add its network automation product; the acquisition also opened a distribution route through Cisco.
I recognised the decision about where to put my time. Building my own audience takes sustained work. Collaborating with someone who already reaches the investors I want to serve is another route I can test now.
At this stage, leading Invisor requires me to give more attention to those distribution decisions. The next step is to see whether those creators’ audiences find enough value in the product to keep using it.