Selling Saas

Finding Your Niche: The Importance of Focused Product Creation and Marketing with Ton Dobbe Part 2

Episode Summary

In Part 2 of Duane Dufault's conversation with Ton Dobbe, they focused on the importance of focusing on specific verticals when it comes to creating products and services. Companies should focus on creating a great experience for customers and helping them solve their problems. If companies are not focused enough, they risk attracting the wrong customers, leading to poor customer success and high churn. Companies should focus on doing less and creating ‘peaks’, or moments where they truly stand out. It can be difficult for early-stage founders to be patient and focused, and they may become complacent after one moment of success. Companies should not attempt to win everywhere and become highly unfocused. Instead, they should focus on their niche and create products and services that their target customers need.

Episode Notes

The conversation discussed the importance of focus when it comes to marketing and gaining customers for a business. It was noted how companies often go too broad and try to market to everyone, leading to unrealistic growth numbers. It was advised to find a repeatable process to gain customers and build a product that solves an important problem.

An example was given of a company from South Africa that was initially a drone business focused on farming. It was highlighted that understanding the nuances and differences between countries can be important when it comes to marketing. Overall, the conversation stressed the importance of focus when it comes to marketing and gaining customers.

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