Every start-up has at least one reason they think they’re going to win — why they are better than existing solutions. The problem is that the future is hard to predict and one reason might not pan out. Although I am willing to take certain risks and join very small companies, Mint is not the first company I joined that had only 3 employees. So, I am very conservative when it comes to choosing one reason. Mint had at least eight distinct kinds of competitive advantages:
- Effortless – Thanks to account aggregation and accurate automatic categorization, we can provide lots of value with little user input.
- Simple – We make usability a primary focus, and emphasize simplicity over feature-bloat.
- Accessible from Anywhere – Unlike desktop personal finance software, we are not tied to a particular computer.
- Save & Make Money – Mint can apply intelligence to make you offers that improve upon what you’re doing now — and we quantify our suggestions.
- Always-On, & Notification – Being server-based, we can constantly monitor your personal situation as well as the marketplace. PC-based software can only act while you’re running it. We can reach out to you and alert you in real-time when necessary.
- Collaboration – We can enable users to work together in pursuit of their financial objectives. This can be limited to husband and wife, roommates & friends, or a broader community. This can be structured or unstructured, but the former is better.
- Aggregate Knowledge – Mint is in a position to learn from other users, and can apply that information to benefit you.
The sheer multiplicity of these opportunities was very rare in the business plans I’ve seen — and I was sold.