‘Niching’ Down. “No area of interest is simply too small if it’s yours” —… | by Ant Murphy | Mar, 2024


“No area of interest is simply too small if it’s yours” — Seth Godin

We’ve all heard the saying, “when you attempt to please everybody, you please nobody.” That is very true for startups and new merchandise. Focus and having the ability to discover a area of interest generally is a enormous unlock for merchandise.

Sq. began as a POS (Level of Sale) gadget, Lululemon began as yoga clothes for ladies, and Amazon began as a web-based e book retailer.

Every of those firms at the moment are valued within the billions (trillions in Amazon’s case), which matches to indicate that we must always by no means be too afraid to ‘area of interest down’.

The truth is, I’d argue that it’s a typical sample of success for early-stage firms and merchandise.

Focus is a high-leverage talent. Having the ability to focus your restricted time, assets, and other people can usually be the factor that makes or breaks an organization.

I had an instance of this a few years again after I did some work with the ABC right here in Australia while I used to be at ustwo — ABC as in Australia Broadcasting Company, not the American Broadcasting Firm, simply to be exact!)

Video walkthrough of utilizing the Area of interest Canvas

We have been introduced in to assist them with a Product-led transformation, and naturally, that meant beginning with a evaluation of their product portfolio.

To chop an extended story quick, as a part of that evaluation, we checked out their “flagship app” which few might actually describe what its function was…aside from rattling off an extended checklist of options and issues that it might do.

In essence, their flagship app was attempting to be every part for everybody. No kidding! It was an app that you might use to learn the information, take heed to the radio, and even set an alarm clock the place you might “get up with the ABC” — sure, you learn that proper!

Credit score: ABC — Screenshot of the outdated ‘Get up with the ABC’ characteristic

Sidebar: Whereas I can see the attraction of the notion of flagship-or-tremendous apps, I stay skeptical. Sure, you possibly can level to WeChat and AliPay, however each tremendous app instance more-or-less appears to be contained to Asia — or extra particularly, China — which, by the best way, is a really distinctive context and a part of the world.

For the remainder of us, nevertheless, I’m but to see such super-apps work out. As a substitute, the sample I observe is that the extra targeted merchandise carry out finest — suppose Instagram; do you imagine that it might have been (and proceed to be) as profitable as it’s right now if Fb merged all that performance into the primary app and tried to be a type of ‘super-app”‘? I don’t suppose so.

With the ABC, their app was attempting to be every part, and because the saying goes, it was not satisfying anybody.

The problem turned, what will we do with this app? We will agree that there’s a area for a cellular app for the ABC — maybe a couple of — however what would its foremost function be?

To chop one other lengthy story quick, we did what all nice product folks do, and we did the analysis. We spoke with customers, with non-users, and checked out utilization information (no, the alarm clock was not a closely used characteristic — go determine!).

What we found have been a couple of issues:

  1. ABC’s product portfolio largely delivers the corporate’s media content material by way of 3 key mediums (content material you learn, watch, and take heed to)
  2. Present customers of the app used it to learn the information (and never a lot else) — some even referring to the Flagship app because the “information app.”

What they actually had was a information app that was attempting to masquerade as half a dozen different issues.

Over the subsequent 12 months, some sensible folks and I helped pivot the app to be news-centric. Even rebranding it to be clearly the “ABC Information App”.

The ABC Information App right now (2023)

This resulted in not solely a much better expertise but in addition elevated adoption by 6% that yr (of reminiscence) and engagement.

Very similar to Instagram, which does one factor very well, that’s what we had managed to unravel.

Quite than a ‘Flagship app’, what they actually wanted was a Information app. This turned out to be a very good strategic transfer two years later when the COVID-19 outbreak occurred, and other people have been tuning into the ABC Information app in file numbers to remain updated with the ever-changing scenario.

However the ethical of this story is that being targeted and clear on what your product is and for who — and in addition what it’s NOT and who it’s NOT for (arguably extra necessary) — generally is a superpower. It might probably make or break a product.

“Cease managing you time, begin managing your focus”Robin S. Sharma


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