The Four Stages of Building a Category

Our guest today is Artem Kroupenev, VP of Strategy at Augury. 

Augury is a leader in a category they helped to define known as “machine health.” The company sells products that combine hardware, AI, and SaaS within industrial manufacturing. 

Artem joined the team at the very beginning of its journey and helped shape strategies for how the team measured product-market fit, go-to-market, and eventually, a strategy for designing a brand new market category they could compete in. 

In our conversation today, we dive deep into measurable product-market fit and category-creation strategies. Artem shares particular wisdom on:

• Augury’s storyboard-based approach to product vision 
• How to sell to a limited pool of customers 
• The REV (revenue, engagement and value) model from measuring product-market fit 
• When founders should start exploring creating a new category to operate in

You can follow Artem on Twitter at @artemkroupenev You can email us questions directly at review@firstround.com or follow us on Twitter @firstround and @brettberson.