“Innovation is not just about having a good idea; it’s about making that idea a reality.” -Erik Qualman

The Internet Computer Protocol (ICP) provides developers with the tools to build decentralised applications (dApps) and web3 services with limitless scalability. However, many developers focus solely on coding, neglecting the entrepreneurial side of their projects. Even the most innovative products risk fading into obscurity without understanding how to market, sell, and attract investors

This article explores why ICP developers should embrace entrepreneurship and provides practical steps to position their products for success.

Why Developers Need Entrepreneurial Skills

Survival Beyond Development

A well-built product needs users, and attracting users requires marketing, sales, and community building. Even the most innovative solutions will struggle to gain traction without a clear strategy to reach and retain users. Developers must create awareness through targeted campaigns, leverage social media channels, and engage with potential customers through direct communication, events, and partnerships. Understanding the needs of users and iterating on feedback is key to ensuring product-market fit and long-term sustainability.

Attracting Investors

Whether seeking funding through venture capital, Initial Coin Offerings (ICOs), or Initial Exchange Offerings (IEOs), developers need to present their product’s value proposition convincingly. Investors look for a clear roadmap, revenue model, and scalability potential before committing funds.

Developers should craft compelling pitches, demonstrate traction with user metrics, and highlight how their product addresses a specific market gap. Establishing credibility through partnerships, testimonials, and community engagement can also enhance investor confidence.

Market Positioning

Successful Web3 companies differentiate themselves through branding, storytelling, and market fit, not just technical capabilities. Developers must define their unique selling proposition (USP) and communicate it effectively across various channels.

Building a strong brand involves consistent messaging, visual identity, and thought leadership. Telling a compelling story about the product’s mission, impact, and vision can create emotional connections with users and investors, increasing adoption and trust.

Scaling for Growth

Entrepreneurs recognise when to pivot, partner, or expand their product to reach broader audiences. Scaling requires a strategic approach to partnerships, technology improvements, and expansion into new markets.

Developers should be proactive in seeking collaborations with other Web3 projects, exploring integrations that enhance usability, and continuously analysing data to identify growth opportunities. Understanding market trends, regulatory considerations, and emerging user needs will help developers stay ahead of the competition and sustain long-term success.

Tips for Marketing an ICP-based Product

Leverage Community & Social Media

• ICP Hub Communities: Engage with ICP communities on Telegram, Discord, and Twitter/X.
• LinkedIn & Medium: Publish thought-leadership articles explaining your product’s benefits.
• Reddit & Hacker News: Share technical deep dives and case studies to attract early adopters.

Create an Engaging Website & Branding

• Develop a clean, intuitive website showcasing the product’s utility.
• Use professional branding to establish credibility.
• Optimise for SEO to attract organic traffic.

Offer Free Trials & Incentives

• Provide beta access or free-tier services to onboard users.
• Implement referral programs to encourage user expansion.
• Use airdrops or NFTs to incentivise early adopters.

Leverage Product Hunt & Tech News Platforms

• List the product on Product Hunt for exposure to early adopters.
• Submit press releases to tech blogs like CoinDesk, Decrypt, TechCrunch, and The Block.

Build Strategic Partnerships

• Collaborate with other Web3 projects for cross-promotion.
• Partner with established blockchain influencers to boost credibility.

How to Position for Investors

Performance Reviews & Product Sales Metrics

Investors look at key performance indicators such as:

• Active Users: Monthly and daily active users.
• Revenue Metrics: Subscription plans, transaction volume, and token utilisation.
• User Retention Rate: How often users return to the platform.

Initial Coin Offerings (ICO) & Initial Exchange Offerings (IEO)

• ICO: Developers can launch their tokens on ICP and raise funds via community-driven sales.
• IEO: Listing tokens on platforms like Binance Launchpad or CoinList can increase credibility and investment opportunities.

Conclusion

Being a developer on ICP is not just about coding—it’s about building a sustainable business. By mastering marketing, sales, and investor positioning, developers can scale their projects beyond just ideas into thriving businesses. Adopting an entrepreneurial mindset will differentiate successful ICP developers from those who struggle to gain traction.

“Innovators need to be entrepreneurs because the true value of an idea lies in its execution, not just its conception; only by actively pursuing the implementation of their innovative concepts can they truly make a difference in the market.".

Article By: Mana Lamja