Crossing the chasm is hard for start-ups which Geoffrey A. Moore explained so well already 1991. It is also a well-known fact that going from a consulting business model to a product model is really difficult. There are practical challenges like cash flow sales and marketing but the mind-set related ones are the most difficult ones. In essence a consulting sales person always tries to sell at least what a customer is asking for while a product sales person have to manage customer expectations to release dates, price and features. Still companies are trying since the ability to scale faster and more profitable is seducing and the ones who succeed can end up in a much more interesting situation. No risk no glory! There are also examples of bets where companies separate the platform they use as consultants from the consulting and SAP is a great example of that.
In the IoT space I believe we have an additional strong argument for going from consulting to product. All IoT solutions include hardware, connectivity, data collection, data analysis and distribution of information. Customers want to leverage these systems to improve their business why most IoT solutions are customer, application or industry specific. The traditional way to develop an IoT company is to “get hold of” a platform to develop customer applications on. So most IoT companies come with a technical asset which they try to turn into a solution for a specific customer need. The challenge is to learn enough about an industry or application to make customers impressed and eager to buy. Wherever I go today I meet IoT startups with solid but quite generic platforms and some customers, often in different industries to make it even more complicated. They might have invested a couple of million dollars to develop and maintain the platform most often using external money. The combination of IoT rapidly becoming an international business and quite local and not really specialised IoT platform companies will unfortunately create problems in many IoT startups.
I have now seen a couple of IoT startups successfully going from consulting to product and believe it is a great way to go. By taking the de-tour as consultants they can finance their company themselves as long as they need. In the consulting stage they might test different potential markets for their product, they build relationships with customers, partners and potential recruits in the target market and they can develop their product back home in stealth mode if they like.
It is still challenging to go from consulting to product like this but if this is the plan already from start one can mitigate risks by hiring product people and structure the company as a product company. And again, no risk no glory!