Inc.

Build Your Product for the Consumer, Not the Buyer

Big companies may pay for an app, but it’s those who use it that matter most

AS A STARTUP that builds consumer tools in health care, one of the biggest challenges our company, Iodine, faces is that the consumer isn’t the paying customer. This means that, though we stress user delight and simplicity in our products, we must ensure that those virtues translate into something buyers—insurers and employers—will pay for.

This is a challenge for many enterprise companies. All SaaS startups have basically signed

You're reading a preview, sign up to read more.

More from Inc.

Inc.1 min read
How Inc. Selected Its Best Workplaces
With labor tight, firms are getting creative to attract and retain talent. Your foosball table won’t cut it anymore.
Inc.3 min readTech
How to Grow Wings
Congratulations—you have enough money to start investing in fellow startups. What to know to become a supportive—and successful—angel investor.
Inc.4 min read
Don’t Break Up Big Tech
This spring, Amazon did something very un-Amazonish. Across many popular product categories, from batteries to baby food, the retail behemoth quietly discontinued aggressive promotions for its private-label brands, which compete with—and in truth ar