Architecture NotesSTP for Solo Developers — Aim Deep, Go Global
00要約Overview
01物語Story
Situation
3.1.1 Research built an understanding of the market called me. But Research alone doesn't decide what to build. The deciding step is STP — Segmentation, Targeting, Positioning. Companies run it on whole markets.
Complication
One caution first. "Build what I want" and "build what the persona-me wants" are different things. Analyze the customer-you, not the developer-you — or the product collapses into self-satisfaction.
Question
How do you analyze the market called you — and take aim?
02解決Solution
Criteria
- Analyze the customer-self, not the developer-self
- Completable by one person
- Yields an estimate of market size
Answer
Run Segmentation, Targeting, and Positioning on the market called me. STP and the value proposition alike, all aimed at "one customer: me." The target: people who share my problem. The market: the world. That was the answer.
Reason
Because Positioning is where the market size comes into view. People with my exact problem might be 0.1‰ of one country. But look worldwide, and 0.1‰ is more than enough. That is why everything ships with global language support from day one.
A narrow niche becomes a market,
when the world is the denominator.
Depth of target and breadth of market — taking both at once is the solo developer's Positioning.
Options
- Target one country only — simpler operations, no translation. But a niche problem inside one country rarely has the numbers. So the market became the world.
03結果Result
Good
There exists at least one market you understand completely: yourself. One customer you can always satisfy. From there, value travels outward, person by person, to everyone who shares the problem.
Bad
Even so, nothing sells 100%. How many people worldwide share the problem — you only learn by delivering. This part is a game of odds.
Follow-up
With "who gets what value" decided, it's time to fold it into design. Continued in 3.2 Marketing mix.