Moving from the niche to the mass market, by Balthazar de Lavergne, Partner at TheFamily

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Balthazar talks about different strategies you could chose, in function of your business. He will enhance this presentation with business cases, analysing which strategy worked for which company.

PYMES y liderazgo

MOVING FROM THE 
NICHE TO THE MASSES
BALTHAZAR DE LAVERGNE
#TFBARCELONA

EVERYONE HAS TO
✓ Billion clients club (Microsoft, P&G, Unilever,
WhatsApp, Facebook, Google & Coke)

FIND YOUR NICHE
✓ High pain point
✓ Proﬁtable
✓ Large enough

AND THEN YOU GROW
✓ #1 OBSESSION
✓ GROWTH RATE
✓ SLACK VS WORLD

AND THEN YOU GROW
MORE
✓ VC MONEY ?
✓ UNTIL YOU REACH MONOPOLY

NICHE DOESN’T MEAN
SMALL
✓ Amazon
✓ It’s just a market deﬁnition
✓ SAM & TAM

IT’S NOT A PROCESS
✓ You expand when you have to
✓ Have = you can’t grow fast enough anymore

IT’S HARD TO RESIST
✓ You have to
✓ Always opportunities
✓ Focus is the one thing you need

EXPAND
AUDIENCES
✓ Skinny people like to eat cake too

CROSSING THE
CHASM
✓ Moving past each category is difﬁcult

PRODUCT
✓ From fo web: Menu Next Door
✓ From web to mobile: Deliveroo
✓ From iOs to Android: Instagram

BUILD IT  
FOR THE MASS
✓ B2B
✓ B2C
✓ The Facebook example

BE READY
✓ Find the critical mass
✓ Fine tune your processes

IT’S VERY DIFFICULT
✓ Twitter
✓ Quora
✓ Reddit
✓ Snapchat

ONEMONTHRAILS
✓ Master one
✓ Build new ones

COCA COLA
✓ Life, Light, Zero
✓ To maintain growth

EXPAND THE NICHE
✓ Have to when you create a market
✓ Fast growing niche

TURNING INTO A
PLATFORM
✓ Bring new usage for new customers

UBER
✓ Black
✓ Uber X
✓ Uber Pool
✓ They also expanded the market

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Moving from the niche to the mass market, by Balthazar de Lavergne, Partner at TheFamily

1. MOVING FROM THE  NICHE TO THE MASSES BALTHAZAR DE LAVERGNE #TFBARCELONA

2. EVERYONE HAS TO ✓ Billion clients club (Microsoft, P&G, Unilever, WhatsApp, Facebook, Google & Coke)

3. FIND YOUR NICHE ✓ High pain point ✓ Proﬁtable ✓ Large enough

4. AND THEN YOU GROW ✓ #1 OBSESSION ✓ GROWTH RATE ✓ SLACK VS WORLD

5. AND THEN YOU GROW MORE ✓ VC MONEY ? ✓ UNTIL YOU REACH MONOPOLY

6. NICHE DOESN’T MEAN SMALL ✓ Amazon ✓ It’s just a market deﬁnition ✓ SAM & TAM

7. IT’S NOT A PROCESS ✓ You expand when you have to ✓ Have = you can’t grow fast enough anymore

8. IT’S HARD TO RESIST ✓ You have to ✓ Always opportunities ✓ Focus is the one thing you need

9. EXPAND AUDIENCES ✓ Skinny people like to eat cake too

10. CROSSING THE CHASM ✓ Moving past each category is difﬁcult

11. PRODUCT ✓ From fo web: Menu Next Door ✓ From web to mobile: Deliveroo ✓ From iOs to Android: Instagram

12. BUILD IT   FOR THE MASS ✓ B2B ✓ B2C ✓ The Facebook example

13. BE READY ✓ Find the critical mass ✓ Fine tune your processes

14. :EVANGELISM ✓ AWS - Algolia ✓ Blablacar

15. IT’S VERY DIFFICULT ✓ Twitter ✓ Quora ✓ Reddit ✓ Snapchat

16. EXPAND CATEGORIES

17. AMAZON

18. ETSY

19. ONEMONTHRAILS ✓ Master one ✓ Build new ones

20. COCA COLA ✓ Life, Light, Zero ✓ To maintain growth

21. AIRBNB ?

22. EXPAND THE NICHE ✓ Have to when you create a market ✓ Fast growing niche

23. LULULEMON

24. CODING

25. WESLASH

26. TURNING INTO A PLATFORM ✓ Bring new usage for new customers

27. SLACK

28.

29. PRICING STRATEGIES

30. TESLA ✓ Roadster ✓ Model S ✓ Model R

31. UBER ✓ Black ✓ Uber X ✓ Uber Pool ✓ They also expanded the market

32. THANK YOU !

Moving from the niche to the mass market, by Balthazar de Lavergne, Partner at TheFamily

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Moving from the niche to the mass market, by Balthazar de Lavergne, Partner at TheFamily