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Growth depends on users. Products don’t grow if people don’t use them.
So, whether you’re running a billboard or testing a new homepage, you need to be extremely specific about who you’re selling to.
Sometimes, we hear things from clients like “Our market is massive! Everyone will buy our product!”
Not true. Or at least, not yet.
Every company starts with a niche. Facebook started with Harvard students, then expanded to Ivy League students. Eventbrite started with tech bloggers. Tinder started with USC sororities.
(More great examples here.)
If you start by thinking you’re selling to the whole world, you’re going to waste a lot of time and money on people who won’t actually use you.
Instead, focus on the people who urgently need to use you. These people are called “target personas.”
Here are some target personas from past companies we’ve worked with.
Product: Small, high-quality preschools, housed in luxury apartments. Teachers live at school to reduce the cost.
Persona: Parents stuck on the waitlist for other high-quality preschools nearby.
Product: We buy and renew software for you.
Persona: Finance VPs at mid-sized tech companies who are actively hiring software procurement specialists and have failed to fill the role.