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.

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

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 !