One of the most counterintuitive parts of launching a large B2C business is to start with a *very* narrow audience.
In part 2 of my 6-part series on kickstarting and scaling a consumer business, I'll explain why, and help you come up with your "super-specific who".
*Read on*
In part 2 of my 6-part series on kickstarting and scaling a consumer business, I'll explain why, and help you come up with your "super-specific who".
*Read on*
0/ If you're ready to dive deep, you can also jump straight to today's post
lennysnewsletter.com
lennysnewsletter.com
1/ To help you identify your super-specific who, start by taking your best guess at the following five questions:
1. Who are three real people you know who will be exceptionally excited about what you’re building? What do they have in common?
1. Who are three real people you know who will be exceptionally excited about what you’re building? What do they have in common?
2. Of your existing users, who are happiest and most committed? What do they have in common?
3. Who do you know whose life will become instantly better once they use your product?
4. Who do you know whose life will become instantly less painful?
5. Who’s asking to pay for it?
3. Who do you know whose life will become instantly better once they use your product?
4. Who do you know whose life will become instantly less painful?
5. Who’s asking to pay for it?
2/ Examples of good and bad super-specific whos
3/ Aim for 3 very specific characteristics of your ideal early adopter.
e.g.
• Wealthfront: (1) 25-to-35-year-old, (2) engineers, (3) at a pre-IPO tech company
• Yelp: (1) 25-to-35-year-old, (2) women, (3) in cities
• Cameo: (1) B-list, (2) football players, (3) in Chicago
e.g.
• Wealthfront: (1) 25-to-35-year-old, (2) engineers, (3) at a pre-IPO tech company
• Yelp: (1) 25-to-35-year-old, (2) women, (3) in cities
• Cameo: (1) B-list, (2) football players, (3) in Chicago
4/ It may help to flesh out these attributes:
• Age range:
• Job title:
• Interests:
• Where they live:
• Where they spend most of their time, online and offline:
• What is most important to them in this product:
• Age range:
• Job title:
• Interests:
• Where they live:
• Where they spend most of their time, online and offline:
• What is most important to them in this product:
5/ Here's a very simple B2C GTM template to get you started
docs.google.com
docs.google.com
For much more, tons of examples, stories, and advice, don't miss the full post
lennysnewsletter.com
lennysnewsletter.com
A big thank you to @cristina_laki @cemkansu @devonspinnler @gaganbiyani @hamishmckenzie @michaelbroseph and @symstym for sharing their stories with me for this post 🙏
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