Your Startup Shouldn’t Sell To Everyone

People are scared of niching down and targeting a small audience at first because they fear they are losing out on potential customers. They fear that it wouldn’t be worthwhile if they didn’t try to capture as much of the market as possible. Investors want a giant return, they want to shoot for the moon. But if you look at any successful product, you’ll find that they started small and grew concentrically from that center.

Facebook started with Harvard students and remained college only for a long time. Twitter started in SXSW. Apple started with hobbyists. Microsoft started with a BASIC interpreter. Airbnb started with air mattresses for people going to a design conference. Uber started with black cars in San Francisco.

Find your core audience and solve their problem. If you do, then you will grow to unexpected places.

But if you try to sell to everyone, you’ll end up selling to no one.