What is the POND Strategy?

Build the pond first (expand network with zero sales agenda)

Then go fishing (approach existing connections with opportunities)

https://youtu.be/rI0-fUuetyo?si=tHjaHbTwdYyCs98l

Phase 1: Build the Pond (Network Expansion Campaign)

Objective: Expand your network by securing new connections without any immediate sales pitch.

Why This Works:

• Avoids the common mistake of connecting and immediately pitching within 48 hours
• Doesn't make prospects feel like you're not genuinely interested in knowing them first
• Gives connections time to see your profile, publications, and posts to build familiarity

The Approach:

1. Target Second-Degree Connections

   • Focus on people who already have mutual connections with you
   • Look for commonalities: geography, industry, university, business school
   • Always look for some type of connection so prospects feel more comfortable talking to you

2. Use Sales Navigator for Precision

   • Build targeted lists of your ideal prospects
   • Focus on specific criteria (in Jorge's case: business angels in Madrid)
   • Paste Sales Navigator query links directly for efficiency

3. Connection Message Strategy

   Jorge's Message Principles:

   • Always keep messages short and direct
   • Messages must be very direct with few words
   • Use familiar words that resonate
   • Always personalize with their name
   • Include three words that are interesting for this profile: startup, investment and entrepreneurship
   • Focus on connecting and sharing interest in relevant topics
   • Never sell anything in connection requests - just focus on being connected

   Connection Message Framework:

   Hi [Name],
   
   Great to connect and share interest in the [relevant interest] world.
   
   Best regards,
   [Your name]
   
   

   Example Messages:

   For Business Angels/Investors:

   Hi Maria,
   
   Great to connect and share interest in the startup investment world.
   
   Best regards,
   Jorge
   
   

   For SaaS Executives:

   Hi David,
   
   Great to connect and share interest in the B2B SaaS world.
   
   Best regards,
   [Your name]
   
   

   For Entrepreneurs:

   Hi Sarah,
   
   Great to connect and share interest in the entrepreneurship world.
   
   Best regards,
   [Your name]
   
   

   Key Rules:

   • No selling, just connection based on shared interests
   • Keep under 50 words total
   • Always personalize with their name
   • Include 1-3 keywords relevant to their profile
   • Focus on "sharing interest" not "offering value"

4. Quality Control

   • Double-check each profile before adding to campaign
   • Ensure no conflicts of interest (don't target current clients/investors)
   • Verify each person genuinely fits your target criteria
   • Check profiles in the campaign one by one for quality control

Phase 2: Strategic Profile Engagement

Build Familiarity Without Being Pushy:

1. View Their Profiles Strategically
   • Let them see you've visited their profile
   • This shows you're genuinely interested in their work and profile