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Platform-as-Product

"Our capability is our platform, but we haven't productized it."

Platform-as-Product

"Our capability is our platform, but we haven't productized it."

The Situation

These companies have manufacturing or capability platforms:

  • They make things for other brands (OEM/white-label)
  • Their "product" is their operational capability
  • Customers use their platform to build their own products
  • They're infrastructure, not consumer-facing

But they haven't fully productized their platform. Customers interact with them through manual processes—email, spreadsheets, account managers. The platform capability isn't exposed in a way that enables self-service or differentiated experiences.

What They Have

  • Manufacturing capability - The actual ability to make things
  • Operational expertise - Deep knowledge of how to produce
  • Customer relationships - Brands that depend on them
  • Scale - Infrastructure already exists

What They Lack

  • Platform productization - Exposing capability as self-service
  • Internal forcing function - A "best first customer" that pushes the platform
  • Digital factory - Tools that enable customers to use manufacturing more effectively
  • Innovation showcase - Proof that the platform enables differentiated products

The Engagement

We help them build a "best first customer"—an in-house brand that:

  • Uses their own platform first
  • Forces development of differentiated capabilities
  • Serves as showcase for external customers
  • Raises the bar for what the platform can do

This is the Amazon playbook. AWS was internal first. The internal customer forces capability development that benefits all customers.

Entry Point

Strategy Sprint → platform audit, "best first customer" opportunity identification

Deeper Engagement

Joint venture structure. We help found and build the internal brand. Potentially equity participation. We're not consultants—we're co-founders of the forcing function.

Archetype: German Furniture OEM

Manufacturing platform for furniture brands. Their factory is the product. Current opportunity:

  • Found a new consultancy/agency focused on German market
  • Start with the furniture company as first customer
  • Build marketing and innovation capability
  • Then offer services to their OEM customers (brands building furniture through them)

The JV creates a forcing function that improves the platform for everyone.

The Pattern

CAPABILITY PLATFORM EXISTS → BUT NOT PRODUCTIZED
                                  ↓
              NEED: "Best First Customer" + Platform Exposure
                                  ↓
              OUTCOME: Self-service platform with showcase brand

Why This Works

Platforms without opinionated internal customers become lowest-common-denominator. The internal brand:

  • Forces capability development (they have to eat their own cooking)
  • Creates proof points (look what's possible on our platform)
  • Generates revenue (the brand itself can be profitable)
  • Benefits all OEM customers (capabilities developed for internal use become available to everyone)

Related beliefs

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