Market Annealing: Getting to $10M ARR in Very Early Markets – Andreessen Horowitz

Annealing: A process that changes the properties of a material to make it more workable. It is a best practice to anneal metals before they are joined together. That way the pieces will stay aligned during the soldering process without being affected by applied work stresses developed during fabrication.

Market annealing: The effort a company expends to make itself and a market pliable enough for early go-to-market. It applies when the company has a better idea than the market for what the market needs, and so has to work hard to overcome the inherent shape of the market. And it can take years of struggling for relatively modest progress.

While category creation is an important topic in the long arc of a company, it just doesn’t provide useful guidance on how a startup can go from product to, say, the low tens of millions of annual recurring revenue (ARR) in an early market.

Further, it’s become somewhat of a false narrative that if only you “do category creation,” you can flip…

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