How Canva Grows
Canva's target market has always been the long-tail of less sophisticated creatives, often people without technical skills or advanced software. For that long-tail, the focus is on creating high quality designs with as little friction as possible. By bringing all of this creative surface area into the same platform they enable long-tail creators to... See more
Contrary Research • Canva
While Adobe has positioned itself as a leader in building software for professional designers, Canva set out to position its product as the go-to solution for everybody else.
Contrary Research • Canva
Early on, the way we approached our go-to-market was opposite of what most companies do, which is start with a super niche audience, find them, target them and expand to new markets
We started completely horizontal with a blank-slate product, and we got more and more narrow with our focus on landing customers over time. We started seeing organic ado
... See moreFirst Round Capital • Airtable's Path to Product-Market Fit
A key lesson to learn here is that you want to target a beachhead segment that is: • Big enough to matter • Small enough to win, and a • Good fit with your crown jewels.