For the last 15 months we've been working hard to build a cloud-based platform that helps companies localize the software they build (named Amanuens ). It all started from our own needs and we decided to make a product out of it.
Technically, the product is robust and does not need any major development. It is commercially available as a SaaS with a pay-as-you-go model.
The problem is that we're mostly technical and we are having a hard time selling it. We do have some paying customers, and they are happy with it, but we're not able to scale.
I wonder if it's a market problem (e.g. there are not many people willing to pay for something like that) or simply a marketing and sales bottleneck. I'm more inclined towards the second option because just about everyone seems to have problems with localization (or it seems to me).
So far we focused on small customers (for various reasons) and we're wondering whether we should start focusing more on large customers instead of small ISVs.
Of course you should go after the big guys if your product is robust and solve a real problem. But be aware of a few things:
good luck. Having paying customers and a good product is a very position to be in to raise money!
Selling a product that makes it easy to localize software might be difficult.
In short... when you try to sell to customers who are localizing for the first time, you are dealing with customers who are actually taking on a very large problem (how to sell and market in a new country) and you are only offering a sliver of the solution (the actual localization tools and technology). Essentially you are trying to talk people into jumping into a large, complex project while only offering to make a tiny part of the pain go away, so I can see why it's an uphill battle!