moving from the niche to the mass market, by balthazar de lavergne, partner at thefamily
TRANSCRIPT
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MOVING FROM THE NICHE TO THE MASSES
BALTHAZAR DE LAVERGNE
#TFBARCELONA
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EVERYONE HAS TO ✓ Billion clients club (Microsoft, P&G, Unilever,
WhatsApp, Facebook, Google & Coke)
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FIND YOUR NICHE ✓ High pain point✓ Profitable✓ Large enough
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AND THEN YOU GROW ✓ #1 OBSESSION
✓ GROWTH RATE
✓ SLACK VS WORLD
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AND THEN YOU GROW MORE
✓ VC MONEY ? ✓ UNTIL YOU REACH MONOPOLY
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NICHE DOESN’T MEAN SMALL
✓ Amazon✓ It’s just a market definition✓ SAM & TAM
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IT’S NOT A PROCESS ✓ You expand when you have to✓ Have = you can’t grow fast enough anymore
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IT’S HARD TO RESIST ✓ You have to✓ Always opportunities✓ Focus is the one thing you need
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EXPAND AUDIENCES
✓ Skinny people like to eat cake too
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CROSSING THE CHASM
✓ Moving past each category is difficult
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PRODUCT ✓ From fo web: Menu Next Door✓ From web to mobile: Deliveroo✓ From iOs to Android: Instagram
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BUILD IT FOR THE MASS
✓ B2B✓ B2C✓ The Facebook example
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BE READY ✓ Find the critical mass✓ Fine tune your processes
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:EVANGELISM ✓ AWS - Algolia✓ Blablacar
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IT’S VERY DIFFICULT✓ Twitter✓ Quora✓ Reddit✓ Snapchat
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EXPAND CATEGORIES
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AMAZON
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ETSY
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ONEMONTHRAILS ✓ Master one✓ Build new ones
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COCA COLA ✓ Life, Light, Zero✓ To maintain growth
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AIRBNB ?
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EXPAND THE NICHE ✓ Have to when you create a market✓ Fast growing niche
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LULULEMON
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CODING
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WESLASH
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TURNING INTO A PLATFORM
✓ Bring new usage for new customers
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SLACK
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PRICING STRATEGIES
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TESLA ✓ Roadster✓ Model S✓ Model R
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UBER ✓ Black✓ Uber X✓ Uber Pool✓ They also expanded the market
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THANK YOU !