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Building lasting success in business takes more than a groundbreaking product or a perfect pitch deck. The secret often lies in creating powerful networks of people who believe in your vision. For strategic ecosystem expert Didem Altop, this truth shapes how companies grow from early ventures into industry leaders. Drawing from her extensive experience in building successful business ecosystems, she reveals why the right connections can make or break a company’s path to unicorn status.
Understanding the entrepreneurial ecosystem
Networks matter, but not in the way most people think. Didem breaks down how a true business ecosystem works — it’s not static, but “a living, breathing network of interconnected stakeholders that fuel innovation and growth.”
For startups, this ecosystem includes:
- Founding team members
- Angel investors and VCs
- Early customers
- Sales partners
- Even competitors
Each plays their part, but Didem points out something crucial: among all these players, customers are both the hardest to understand and the most critical to win over as allies.
The power of customer archetypes
Most businesses fall into a common trap — defining target markets too broadly. “Too often, startups define their target segments in broad strokes — industry verticals, demographics, or geography. But that’s not enough,” Didem explains. She pushes for a deeper understanding: “The real epiphany comes from identifying customer archetypes and their use cases — understanding not just who your customers are, but why they need you and how they will use your product.” When companies get this right, everything changes. Product development becomes intuitive, marketing finds its focus, and sales conversion rates jump.
Reaching customers where they live & work
Here’s where Didem gets real about marketing mistakes. “Not every customer archetype can be reached through online-centric startup marketing channels,” she points out. Her examples cut through the noise: “If your customer archetype is ‘Soccer Moms’, a Product Hunt launch won’t move the needle. If your ideal customer is ‘Coal Burning Energy Producers’, they’re not scrolling LinkedIn looking for the next big SaaS tool.” The solution? Get creative and deliberate. Host niche events where your actual customers gather. Leverage trusted industry partners and professional NGOs. Embed yourself in existing customer networks. This hands-on approach turns customers into champions.
Speed to market: The critical success factor
Time matters more than perfection. “Developing and managing go-to-market strategies requires just as much energy and iteration as developing the product itself,” Didem explains. Why? “Because traction beats perfection every time. Investors and future customers don’t care if your product has a hundred features — they care about whether it’s being adopted and delivering value.” Her recipe for success is clear: acquire customers early, keep them through real value, and show clear usage patterns. Do this, and better funding follows at stronger valuations.
Post-sales support is a gold mine
Most companies get this wrong. “Another mistake I see too often? Startups treating post-sales support as a cost center instead of an opportunity,” Didem notes. Those early customers aren’t just users — they’re your best source of product direction. The insights from actual customers shape your roadmap better than any market research. It’s about shifting mindset: stop seeing support as a burden and start seeing it as your engine for growth. This change in thinking separates average companies from those heading toward unicorn status.
Building investor relationships before you need them
Didem’s take on investor relationships flips the usual script. “Too many founders wait until they need capital to start engaging investors. This is a huge mistake,” she warns. Instead, she advocates for early engagement: keep investors updated on progress, show real-time execution and adaptation. Her approach is practical: build relationships before you need money. Show you can execute. Demonstrate adaptation. When it’s time to raise funds, you’re talking to people who already believe in your vision.
The final piece of wisdom ties it all together. “If you want to build a startup that lasts, focus on building an ecosystem that thrives,” Didem concludes. Her checklist is clear: define customer archetypes, meet them where they are, treat support as growth fuel, build early investor relationships, and move with purpose. Because ultimately, “startups don’t win because they build the best product. They win because they build the best ecosystem.”
Find more insights from Didem Altop on strategic ecosystem building and scaling early-stage companies on LinkedIn or check out her website.
