Justyna (@attilczuk) is a software engineer building a new project called Watch Limits, a Chrome extension for video consumption. I love the bootstrap attitude, so did a quick review.
One side of the challenge is discovering how large a market it might be and what price it can bear. There are a lot of web browser extensions and most are free, making this a tough market.
Business Model
Value Proposition
Problem: Some people waste a lot of time watching online videos.
Complication: Self-control is spotty, and the more you use it, the faster it depletes until tomorrow, when sleep provides a re-set.
Research suggests that unlike a muscle, it doesn't get much stronger with usage.
Question: Can technology enforce control for things I want when I'm at my best, but give in on when I'm at my worst?
Customer Segments & Relationships
The product is generally all Chrome users. Three more targeted segments are university students, parents concerned about their children, and young professionals. Each of these groups, though demographically diverse, has very similar problem sets.
These three segments are tech savvy and willing to communicate digitally. Using digital channels like Twitter, Facebook and Instagram deal with questions and concerns is probably sufficient. Though parents are most likely to reach out with specific questions, tracking all questions and turning them into an FAQ helps users help themselves.
Revenue & Costs
Justyna is offering the extension as donation-ware via Gumroad. Donation-ware is an establish business model that many people have used successfully.
The main cost of the product is developer time and energy. For a talented engineer, this is a significant expense that a one time donation does not fully reimburse.
As the product gains traction, one way to address this imbalance is by identifying the customer segment getting the most benefit from the extension and adding a paid tier for those users.
Addressing Customers
For this project, I would turn to a simplified heroic journey to help craft the messaging. This four-step process helps people see
- the pain of their current situation and why it's best to leave now;
- the difficulties they'll encounter when they leave and how this product helps overcome the hardships;
- the gold at the end of the journey — what's it seems like it's all about;
- the return to the previous life with new super-powers and the ability to lead others.
Watch Limits addresses the pain and can sell it even more. What is the worst possible experience for people? How does the self-loathing and recrimination feel after turning off an out-of-control video session? Help people really feel it and then show what life would be like if these problems were managed. It seems redundant, but we experience them emotionally as different states.
Watch Limits sells the functionality. The genuine gold is the new powers people will get by using the extension.
Once these superpowers or in place and functioning smoothly, users will want to rave about their new self-control. How do they tell the world? Frame testimonials in this way — not just "I got the gold", but I turned into someone that helps others get their gold, too!