One of my 16 milestones for 2019 is an overhaul of the Humaginarium website. This will be version 3 since getting the startup off the ground. Versions 1 and 2 retailed abstractions like vision and mission; stuff that feels good but doesn’t yield much traction. Version 3 has a higher calling. It’s about products and services. What we make and sell. What consumers buy and use.
Version 3 is streamlined. It tells a simple story in big scrolling pages that answer a few basic questions:
- What is a “Humaginarium”?
- How does it work?
- Who’s it for?
- What does it cost?
A Humaginarium in this context is not an idea but a thing. I’m focused now on how our pioneering product will be made; the experience it will create; why thousands or millions of consumers may love their Humaginarium and a few may decide to pay for it; and how much value a Humaginarium is likely to have for those who build or use or share it. We’re rigging a simple version 3 story along these lines in our online shop window and will invite passersby to come in for a closer look.
A few who are intrigued may enter; when they do version 3 will be ready for them. It offers nine substantial and practical resources for potential investors, sponsors, advisors, business partners, and employees. The resources are:
- Business Model
- Elevator Pitch
- Paper Prototype
My web design challenge – familiar to every startup doing innovative things – is to describe product and market in concrete terms without saying too much or too little. Saying too much too soon may eventually force the company to abandon choices that don’t hold up over time; to stop work that isn’t well thought out and shouldn’t be continued for technical or financial reasons. The agile term for that is “pivot,” but it feels a bit like “drift.” Fine for others, but I prefer to think carefully before acting, do what I said I would do, and stay the course come hell or high water. Hence my 16 milestones and the version 3 website.
Saying too little is also a problem but for different reasons. It betrays a lack of courage, one of the qualities we’re set to kindle in consumers with a chronic illness. And saying too little lacks excitement. I believe a startup that isn’t risking a moonshot is just another small business. So I have to say enough to ignite passion without making stuff up that I suspect isn’t true. That puts the challenge somewhere between Mark Zuckerberg (fabulist) and Elon Musk (dreamer) on the path of Steve Jobs (Zenist).
I’m designing the raw materials of humginarium.com version 3 and liking how it’s coming along. Technical wizard Dave Walker will take my bricks and mortar and craft a shop with a crystal clear window facing the world. We can’t wait to hang the OPEN sign.