1TheRise ofBronysNewSincerityand NicheMarkets@tyahma12 April 13WingsHair
In thebeginningThe original line of My Little Ponybegan with the Earth Ponies in1982. The Earth Ponies werefollowed by Peg...
3G4Generation 4 began in 2010: Twilight Sparkle, Rainbow Dash,Fluttershy, Pinkie Pie, Applejack, Rarity, Spike the Dragon,...
Types of ponies in G4EarthponiesPegasii Unicorns Pegacorn/AlicornHaunch marks. Wings. Horns. All of that at once.
5The primary marketYoung girls aged 5-10. Notethat I used stars here.
6From 4 ChanBro + Pony = Bronies+ =
New Sincerity“Runs against post-modernist irony or cynicism”These guys are not in the movement.
8Bronies in themilitaryA few soldiers in Afghanistan are part of the Bronymovement, as a reaction against the violence the...
9What they do at BronyCon conferencesCos’playTV Voiceactor panelsBronypaloozaShowpremieres
10Their missionstatement“BronyCon is a convention held by and for fans of thecartoon My Little Pony: Friendship is Magic.”
11The BronyCon general attendee isdrawn from . . .1. 7-12.4MM people in the US (!)2. The 1-3% of people who fall into INTJ...
12TheirfavoritecharacterDerpy Hooves
13What Hasbro did with that characterHasbro was worried that Derpy Hooves was asubtle attack on people with mental challen...
14Butthen. . .Therewasseriousbacklashfor the,uh, Derpyrole-reduction.
All roads lead to Dubstep.15Tangent:Dance Music GenresDubHouseGarage2 StepTechnoD&BBreakbeatReggae
16The face of DubstepThe face of Dubstep
Skrillex + My Little Ponies = DubTrot+ =A micro-genre of two sub-genres.Genre-Twisting
18The moral of the story1.We have some partial religionaround product-market fit2.But your market may change asyou align a...
19BronyCon is only 111 daysaway, but tickets are stillavailable.Do you know your users?Thank you. I am here all week. Tell...
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Bronys and dubstep a primer

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The intersection of niche markets and pop culture: when your users aren't who you thought they were. Prepared for the Product Insights Conference in San Francisco on 12 April 13.

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Bronys and dubstep a primer

  1. 1. 1TheRise ofBronysNewSincerityand NicheMarkets@tyahma12 April 13WingsHair
  2. 2. In thebeginningThe original line of My Little Ponybegan with the Earth Ponies in1982. The Earth Ponies werefollowed by Pegasus Ponies,Unicorn Ponies, Flutter Poniesand Sea Ponies. Flutter Ponieswere smaller and thinner thanPegasus Ponies, and hadfluttering wings. Windy Wing andthe Summer Wing Ponies weresmaller than the Flutter Poniesand were proportioned in asimilar way, with larger, butterfly-like wings. The Sea Poniesresembled seahorses, and wereproduced as both adults andbabies. There were also maleponies called Big BrotherPonies, which had slightly largerbodies and feathered hoovesresembling those of Clydesdalehorses.
  3. 3. 3G4Generation 4 began in 2010: Twilight Sparkle, Rainbow Dash,Fluttershy, Pinkie Pie, Applejack, Rarity, Spike the Dragon,Princess Celestia, and Princess Luna are the top characters.
  4. 4. Types of ponies in G4EarthponiesPegasii Unicorns Pegacorn/AlicornHaunch marks. Wings. Horns. All of that at once.
  5. 5. 5The primary marketYoung girls aged 5-10. Notethat I used stars here.
  6. 6. 6From 4 ChanBro + Pony = Bronies+ =
  7. 7. New Sincerity“Runs against post-modernist irony or cynicism”These guys are not in the movement.
  8. 8. 8Bronies in themilitaryA few soldiers in Afghanistan are part of the Bronymovement, as a reaction against the violence there.Illicitly, they use the hindquarter’s marks as call signs.
  9. 9. 9What they do at BronyCon conferencesCos’playTV Voiceactor panelsBronypaloozaShowpremieres
  10. 10. 10Their missionstatement“BronyCon is a convention held by and for fans of thecartoon My Little Pony: Friendship is Magic.”
  11. 11. 11The BronyCon general attendee isdrawn from . . .1. 7-12.4MM people in the US (!)2. The 1-3% of people who fall into INTJ in Meyers-Briggs
  12. 12. 12TheirfavoritecharacterDerpy Hooves
  13. 13. 13What Hasbro did with that characterHasbro was worried that Derpy Hooves was asubtle attack on people with mental challenges, andthus reduced Derpy’s role in the show.
  14. 14. 14Butthen. . .Therewasseriousbacklashfor the,uh, Derpyrole-reduction.
  15. 15. All roads lead to Dubstep.15Tangent:Dance Music GenresDubHouseGarage2 StepTechnoD&BBreakbeatReggae
  16. 16. 16The face of DubstepThe face of Dubstep
  17. 17. Skrillex + My Little Ponies = DubTrot+ =A micro-genre of two sub-genres.Genre-Twisting
  18. 18. 18The moral of the story1.We have some partial religionaround product-market fit2.But your market may change asyou align against an old target.3.Understanding organic markets isa vital part of product-marketalignment.
  19. 19. 19BronyCon is only 111 daysaway, but tickets are stillavailable.Do you know your users?Thank you. I am here all week. Tell your friends. @tyahma

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