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