2 builders who never spoke to each other

Claim the gap between two known categories

When one category is too shallow and the next one up is too heavy, describe yourself as sitting between them and let both reference points carry the explanation. Buyers already know the two ends, so a line pairing the ease of the light option with the coverage of the expensive one lands without a tutorial. Pricing under the heavier category finishes the argument.

The method

1. 01

   Position between two established product categories when both leave a gap, and price under them.

2. 02

   Position a new product against the incumbents on two axes at once: as easy to use as the consumer tools your buyer already knows, with the feature set of the expensive leaders.

What it returned

• 1,000

  Seomator sits between one page graders such as Woorank and Nibbler and full crawlers such as Screaming Frog and Deepcrawl: it crawls up to 1,000 pages and returns issues with instructions for fixing them, and it is cheaper than most alternatives.

• 100,000

  DelightChat was pitched as being as simple as Gmail or Messenger while matching what industry leaders offer, aimed at impacting 100,000 ecommerce brands.

Sources

• Growing a SaaS to $4k/month in a Highly Competitive MarketNick Sawinyh · failory.com · What's your backstory and how did you come up with the idea? · undated
• 2020 Year in ReviewPreetam Nath · preetamnath.com · Started a new business with a bigger mission called DelightChat · 2020-12-27