5 Go-to-Market Lessons from Building a Developer Platform in an Emerging Market

5 Go-to-Market Lessons from Building a Developer Platform in an Emerging Market

Launching a developer platform in an emerging technology space presents unique challenges that traditional go-to-market playbooks don’t address. In a recent episode of Category Visionaries, Liam Randall, founder of Cosmonic, shared insights from his journey building in the WebAssembly ecosystem. Here are five crucial lessons for founders navigating similar territory.

1. Turn Market Immaturity into Strategic Advantage

When entering an emerging market, the lack of established standards can seem like a barrier. Cosmonic faced this challenge head-on with WebAssembly. “We took a very structured approach to interviewing our customers, people that weren’t our customers, as well as other community members about what they perceived their biggest challenges to be,” Liam explains. Rather than waiting for the market to mature, they actively shaped it by organizing community summits and contributing to standards development.

2. Focus on Universal Pain Points

Success in emerging markets requires identifying problems that transcend individual use cases. Liam points to a critical insight: “developers were spending 80% of their time on operations and maintenance.” This understanding helped Cosmonic target a fundamental pain point that resonated across industries. “When you want to deliver a microservice that charges you an interest rate, or that does a lookup to restaurants that are open late, you have to think about the web server and all of these supporting tools, tracing, logging, monitoring,” he explains.

3. Build Communities Before Products

The biggest challenge in emerging markets isn’t always technical – it’s social. “The biggest challenge has been building a community,” Liam reveals. Cosmonic’s approach involved extensive stakeholder engagement and community building before focusing on product development. This community-first strategy helped them understand market needs and build credibility simultaneously.

4. Find Your Natural Audience

Rather than trying to convince skeptics, focus on finding aligned customers. As Liam puts it, “Entrepreneurship today isn’t really even about convincing people of things. It’s about finding people that already think the way that you do and casting wide enough nets in order to find them.” This approach is particularly crucial in emerging markets where early adopters often become powerful advocates.

5. Balance Growth with Sustainability

Rapid growth shouldn’t come at the expense of long-term sustainability. Liam shares a personal lesson from his previous exit: “Maybe I didn’t optimize for the highest financial outcome because there was a lot more on the table that was far more important to me.” This perspective shaped how Cosmonic approaches growth – focusing on building sustainable value rather than just chasing rapid scaling.

The most powerful insight might be Liam’s approach to maintaining productive discomfort: “I continue to seek out areas of growth where I’m not 100% sure how to do the problem. If you’re 100% comfortable all the time, I think that leads to atrophying of you as a human being.”

For founders building in emerging markets, these lessons offer a framework for navigating uncertainty. Success isn’t just about technical innovation or market timing – it’s about building communities, addressing fundamental pain points, and maintaining the right balance between growth and sustainability.

By focusing on these principles, Cosmonic has positioned itself at the forefront of the WebAssembly ecosystem, demonstrating that effective go-to-market strategies in emerging technologies require equal attention to community building, problem-solving, and sustainable growth.