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In our chapter called Focus ( The Tracks ), we reflect that our best performance came when we were able to relentlessly pursue a goal in a single direction . Choosing the right direction for a business is difficult – and excluding other distractions to focus on it was at times even harder !
Find , and focus on your unique value proposition , and then perfect it !
This has not gotten easier . Today ’ s world of business is more , not less complex . The paradigm shift brought in by generative artificial intelligence is seismic , and entrepreneurs worldwide are grappling with how best to navigate the fluctuating future . The route ahead of proptech start-ups now must pass through landscapes seemingly capable of change overnight . So , as you build amid this flux , find and then focus on staying on track !
In HouseME ’ s case , our single most important goal was new leases signed . That should have been our sole focus as we built the company . Instead , we concentrated on multiple product offerings – and across tenant , landlord and agency profiles ! Too much , we later realised .
Each additional product we built had to be marketed , explained by customer support , managed by our back-office team and factored into our tech product roadmap . Each required reporting , and senior leadership time .
We lost focus on signing new leases . It was a lesson learnt , never to forget . In fact , it was a big part of the reason we found ourselves stared down by a tenant dressed in nothing but a towel , one day …
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Real Estate Investor Magazine MARCH 2024 84