A scalable startup has inherent qualities that promote infinite growth. The ability to serve one million users flows from the infrastructure that efficiently serves 10.
As an individual, you have a finite number of hours to create one output. You are constrained by the number of hours you have in the day (let’s say 10), divided by the number of hours it takes to complete each output (let’s say 1). You, the individual, can only produce 10 outputs per day. This infrastructure does not scale.
In an attempt to build a billion-dollar brand, you realize you can create several downloadable, digital outputs, display them for sale on a website and allow for an infinite number of units to be sold. Now you have a scalable business model.
To maximize scale you want to focus on three key elements:
Broad Appeal – Broad appeal is the ability to expand your target audience. AirBNB started small in a few cities. The company focused on understanding each geographical area before launching into uncharted territory. Yet they knew their service– rentals — had broad appeal. Their brand has scaled from Mountain View, Calif., to Dar es Salaam, Tanzania.
When you appeal to consumers in every corner of the world, you create a highly scalable offering.
Automation – Automation allows you to deliver your product at a quicker pace. Installation of software has evolved from shrink-wrapped products to downloads. It is no surprise that software receives the highest amount of venture-capital dollars of any industry. It is one of the most scalable industries.
Automating the delivery of your product or service increases the scalability of your business model.
Mass Creation – Mass creation is the ability to recreate your product or service seamlessly. Etsy and CustomMade feature designers who hand craft their products. On their own, the designers would have a hard time scaling. Yet, Etsy and CustomMade are able to scale as they can expand the number of designers they offer, allowing them to recreate the experience for the end user.
An individual is not scalable, yet a platform for individuals becomes scalable as more individuals are added to the platform.
If you don’t believe your product or service is capable of achieving broad appeal, automation or mass creation, you may not have a scalable business. You may, however, have an enjoyable hobby that can be expanded into a lifestyle job.