Ready to scale-up? Do you have Category Leadership potential?

Having a social start-up means you want to change the world. Your product or service has the potential to create positive change for many. But to have real impact you need to scale-up.

How do you know if your brand is ready for the next step? That is an interesting question. Luckily The Terrace has developed a tool to assess the health of your social brand and it makes clear what you need to do to reach your goal.

A fundamental aspect you need to look at is the so called ‘’Power in the mind’’ of your brand. We have identified two critical checks to see if you are able to get a positive and prominent position in your market.

How single minded is your story?

To get your proposition across you need an extremely clear and simple story. Too many startups lose traction when their fundamental story becomes blurry. A simple but highly effective test is to check if your message can come from one type of personality.

Likewise, a defined corporate culture and a simple and clearly communicated strategy is necessary. You will be amazed by the high rotation of employees at social enterprises. Many times, this is due to unsatisfied employees, having different expectations of the brand and the company. They are disappointed that it was not clear enough how they could help the brand to have more impact.

Important questions you can ask yourself are: How focused is the brand story and sales pitch? How clear are the company values?

Do you have Category Leadership potential?

  • Most social enterprises are too polite. To have impact, you need to shoot for the stars. You must claim some sort of category leadership and act on it.
  • We loved it when Urgenda was the first social enterprise ever to sue the state. It was bold, it was right, and it was a 100% on brand. The same for the bid of VANDEBRON on the Hemkade.
  • Having a clear definition of your category is mandatory. A short cut to get attention is to point out the deadlock in the development of your category and show what you are doing about it.
  • Two important questions you can ask yourself: How many real category leadership actions have been executed? How fit is the company leadership to climb on the stage?

Keep an eye on our website and soon you’ll learn more about how to assess if you’re ready to scale-up!