Quick refresher...

Horizontal Products

→ products that serve many industries, personas, use cases

→ usually start as point-solutions w/ PLG acquisition strategy

→ ex:

Asana

(to-do's),

Notion

(wikis/docs),

Airtable

(database)

• ---------------

Upside of Horizontal Products

✅ MASSIVE TAM

✅ more use cases = more market segments

Downsides of Horizontal Products

❌ product-market-fit with ONE MARKET is extremely hard

❌ nailing product-MARKETS-fit is even harder

• ---------------

In the example of

Airtable

, they list six primary use-cases on their website.

This is six different market segments!

(or 18 if divided by SMB, mid-market, and enterprise 🤯)

All 18 markets require their own go-to-market strategies!

Airtable can afford this, but you as a startup cannot.

Solution?

→ Focus your go-to-market strategy on one market at a time