Are you actually a horizontal product...

Or do you have multiple products?

Anthony Pierri 🎸

and I work specifically with founders at horizontal startups.

And sometimes we uncover that their product ISN'T ACTUALLY HORIZONTAL.

And they are really building MULTIPLE PRODUCTS.

👉 We ask "When would someone use your product?"

And we find out that it's...

🟥 used in different situations

↳ by different personas & companies

↳ solving different problems

❌  You cannot position all of these things at once.

You effectively have to position each product separately.

This is what Airtable had to do in the early days.

→ "We're a more powerful spreadsheet"

→ "We're an easier to use database"

→ "We're a no-code automation tool"

And the interesting thing about Airtable is...

🤯 Their 'multiple products' also happen to be horizontal.

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🧐 So what does a horizontal startup look like?

Calendly is a perfect example.

The same product is used by different customer types — Solving for the same situation and problem.

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Horizontal startup founder having a difficult time with your positioning?

💀 You might be building multiple products.