Lore

Five Types of Product Expansion (Easiest to Hardest)

Casey Winters orders "Expansion" (the hardest of the four post-PMF work types) into five types, ranked easiest to hardest by how much of product, market, and core competency must change:

1. Geographic/Category — same product, new geography or adjacent category; market changes, product and competency mostly don't.
2. Format — same value delivered through a new format/channel (e.g., text to video).
3. Product Value — a genuinely new product built on the same customer base/distribution.
4. Platform — opening the product up so others build on top of it.
5. Strategic Diversification — new product, new market, and new competency simultaneously; the highest-risk, least-common category, closest to starting a new company inside the company.

This taxonomy is the map for deciding what kind of second product to build once the core product's S-curve signals it's time. See also A Second Product Only Needs to Fix One Weak Link for the bar a second product must clear regardless of type.

Из тем: Growth, PMF, and Business Model Design