moving from the niche to the mass market, by balthazar de lavergne, partner at thefamily

MOVING FROM THE NICHE TO THE MASSES

BALTHAZAR DE LAVERGNE

#TFBARCELONA

EVERYONE HAS TO ✓ Billion clients club (Microsoft, P&G, Unilever,

WhatsApp, Facebook, Google & Coke)

FIND YOUR NICHE ✓ High pain point✓ Profitable✓ Large enough

AND THEN YOU GROW ✓ #1 OBSESSION

✓ GROWTH RATE

✓ SLACK VS WORLD

AND THEN YOU GROW MORE

✓ VC MONEY ? ✓ UNTIL YOU REACH MONOPOLY

NICHE DOESN’T MEAN SMALL

✓ Amazon✓ It’s just a market definition✓ SAM & TAM

IT’S NOT A PROCESS ✓ You expand when you have to✓ Have = you can’t grow fast enough anymore

IT’S HARD TO RESIST ✓ You have to✓ Always opportunities✓ Focus is the one thing you need

EXPAND AUDIENCES

✓ Skinny people like to eat cake too

CROSSING THE CHASM

✓ Moving past each category is difficult

PRODUCT ✓ From fo web: Menu Next Door✓ From web to mobile: Deliveroo✓ From iOs to Android: Instagram

BUILD IT FOR THE MASS

✓ B2B✓ B2C✓ The Facebook example

BE READY ✓ Find the critical mass✓ Fine tune your processes

:EVANGELISM ✓ AWS - Algolia✓ Blablacar

IT’S VERY DIFFICULT✓ Twitter✓ Quora✓ Reddit✓ Snapchat

EXPAND CATEGORIES

AMAZON

ETSY

ONEMONTHRAILS ✓ Master one✓ Build new ones

COCA COLA ✓ Life, Light, Zero✓ To maintain growth

AIRBNB ?

EXPAND THE NICHE ✓ Have to when you create a market✓ Fast growing niche

LULULEMON

CODING

WESLASH

TURNING INTO A PLATFORM

✓ Bring new usage for new customers

SLACK

PRICING STRATEGIES

TESLA ✓ Roadster✓ Model S✓ Model R

UBER ✓ Black✓ Uber X✓ Uber Pool✓ They also expanded the market

THANK YOU !