To scale a product in a project-based industry like construction, balance standardization with necessary customization. KitSwitch's approach is to standardize 80% of their offering and then design specific, adaptable components to handle the 20% of variability encountered in different buildings.
For problems that affect diverse communities, like housing and climate change, a diverse team is essential for product success. It ensures critical user insights aren't missed and that solutions genuinely reflect the needs of the people they impact, making it a core product requirement.
Instead of competing with or selling to individual stakeholders in a fragmented value chain (e.g., owner, architect, contractor), frame your solution as the central system that streamlines processes for everyone. This shifts the value proposition from being a mere supplier to a crucial process optimizer.
In the built environment, the technology to address climate challenges largely exists. The real bottleneck is a fragmented, slow, and risk-averse ecosystem that hinders large-scale implementation. The focus should be on solving coordination and operational challenges, not just R&D for new tech.
In traditional industries, founders who don't fit the typical mold can use being underestimated to their advantage. This "element of surprise" can make stakeholders more receptive to new approaches and help disrupt established norms by forcing them to reconsider preconceived notions.
For expensive physical products where rapid software-style iteration is impossible, conduct single-unit pilots in adjacent or smaller markets. This allows for crucial design optimization and learning without the high cost and risk of failing in your primary target market before you're ready to scale.
KitSwitch's "kit of parts" model aggregates various components into one package. This allows them to absorb the higher cost of premium, sustainable products (e.g., electrified appliances) within a single project price, making them more palatable for developers and creating a new go-to-market channel.