The recent spread of COVID-19 has created challenges near and far. Leaving governments, economies and local businesses stumbling, searching for answers. The global startup ecosystem is not spared from these challenges.

Finally, your company is growing. You may have thought that converting those first leads into sales meant the hard work was over, while in reality, the real challenge has only just begun.

The most important thing when launching a new product into the mass market is building an opportunity pipeline with an adequate amount of qualified business opportunities. When entering the mass market for the first time, you often don't know your ICP (Ideal customer profile) and target segment as well as you might like.