A founder answers

Why does Sam launch to a narrow, specific audience first?

Disconnection is a huge problem that targets a massive market, but Sam believes it's important when you first launch to figure out who would be most inclined to use the product immediately, so you have a great testing ground to prove your core point.
— Sam Richardson, Butter (Ep 13)

The full answer

SR
Sam Richardson · Butter
EP 13 · Founder, Butter
Show notes ↗

Disconnection is a huge problem that targets a massive market, but Sam believes it's important when you first launch to figure out who would be most inclined to use the product immediately, so you have a great testing ground to prove your core point.

More from this episode

For Butter, that core point was whether people would actually post plans. So instead of launching to everyone, he launched just to Melbourne and just to the soberish community within it — a defined group whose needs the product fit at that moment — which let him prove the hypothesis before expanding.

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