South American Adventures

Taking flying leaps into the unknown

How can I market our start-up product? Benefits, Features, Advantages…


We are launching a drastically new homepage with Fundacity. It is the final fundamental step in pivoting to helping investors save time and make better decisions in the startup selection process and away from the Startup Ecosystem we once visioned to create. The previous homepage had conflicting messages that left viewers confused on what we do and where to go next.

The new homepage is meant to:


1. Support our sales calls through reinforcing our message,

2. Generate sales leads independently; and

3. Direct traffic to the sign up process.

Fundamentally, the homepage has to market the product we are selling, i.e. the DealFlow. On our first attempt we wrote down lists of features that we think sell. However, features and advantages don’t sell… benefits sell.

So which is which and how do we formulate things? It is damn hard for those of us in the detail to step back and think like an outsider at times but there is lots of interesting and helpful material out there to consult. The article was very helpful in explaining the subtle differences for me between features, benefits and advantages and giving real life examples. Ultimately the benefits are the way in which you solved their problems and made life better for them…the benefits are why the user gives a damn about your product and will ultimately pay for your product.


Author: Miklos Grof

Miklos is the CEO and co-founder of Fundacity. Fundacity is making startups investing easier. Fundacity already supports all the notable accelerators in LatAm in their startup selection and management and they are expanding rapidly across Asia-Pacific and Europe. With the recently launched Fundacity Investments Clubs it seeks to simplify the startup investing process in emerging markets and make it accessible to more people. Miklos has unique and extensive experience in start-up formation, business development and venture financing. He has raised and evaluated investment offers in venture capital from angels and VCs from three continents for a variety of deals. He thrives at launching businesses and making sales in new geographies. Miklos currently serves as a financial advisor and mentor for various start-ups including Taggify (an online contextual advertising company based in New York and Buenos Aires). At Taggify, Miklos advises on fundraising, financial reporting to the board of investors, tax filling and cash flow management. Miklos completed his MsC in Finance at the London School of Economics and previously worked in corporate finance at PricewaterhouseCoopers in London, fund sales at UniCredit Vienna and economic research at Erste Bank Budapest. He is a Chartered Accountant with the ICAEW, Institute of Chartered Accountant England and Whales and is quinti-lingual. He is passionate about startups and entrepreneurship and spends his free time engaging with the startup community.

2 thoughts on “How can I market our start-up product? Benefits, Features, Advantages…

  1. A simple way is at every statement to ask yourself ‘so what?’ – your own answer will tell you if it is likely to be an effective marketing point or not 🙂

    • Totally! It is the way we are going. We use that to build our hypothesis. Then we ask target clients to validate these. It is pretty cool as this method allows us not only validate our ideas but to also learn on identifying clients and building relationships with them.

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