Korva is a scroll of the internet’s best ideas.
Aim every product at one audience
The recipe
The recipe is to pick a very specific kind of person, pick a problem they have, and aim every product at that problem. Each product then talks to the same people and tries to solve the same issue.
Tibo's products all went at the creator economy, helping creators sell more, so every launch was relevant to the people who had followed the earlier ones. Working that way compounds an audience over and over.
Why a new audience costs more
Picture making a juicer one month and an AI pendant the next: each would have to find a new crowd from scratch. Coming at the same audience from slightly different angles avoids that.
Choosing the audience also means choosing the customers, so a founder can pick a group with high buying power.
Why does a returning audience lower launch costs?
Every new product needs customers, and finding them is usually the biggest expense, which marketers call customer acquisition cost. An audience that already follows a founder can be told about a new launch at almost no charge. Writer Kevin Kelly argued in a 2008 essay that a creator needs only 1,000 true fans, people who will buy whatever the creator makes.
Why do new products struggle to find users?
A product that nobody uses has no reviews, no word of mouth, and no network of users to attract more. Messaging apps and marketplaces feel this most, because the product is useless until enough people have joined. Venture capitalist Andrew Chen named the pattern the cold start problem in a 2021 book of that title.
Why do business customers pay more than consumers?
A business buys software to earn or save money, so it can justify a price tied to what the tool returns. Consumers pay out of personal budgets and often have free alternatives. Software sold to companies is commonly priced per user per month at levels that would be steep for an individual. Salesforce, founded in 1999, built its company on that subscription model.
More from This Week in Startups
