Aumentar o "producer surplus", o caminho menos percorrido (parte VI)

Parte I, parte II, parte III, parte IV e parte V.

"Sometimes the right unscalable trick is to focus on a deliberately narrow market."

"What if the deliberately narrow market you define is the segment that has a compelling problem to address and is willing to pay for an offering that fills that need? Sure it won’t scale because you need to
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Find the segment and precisely define its needs (Moi ici: Quem são os clientes-alvo?)
Find the economic value add to that segment from a solution that fills the need
Find a way to target the customers in the segment as they do not stand up and identify themselves (Moi ici: Onde estão? Quais as prateleiras que frequentam? Quem os aconselha? Em que ecossistema estão envolvidos?)
Understand how these customers make buying decisions and adapt your methods to make it easy for them to hire your product (Moi ici: O que procuram e valorizam? Que experiências querem viver?)
Explain to them why your product is the best option over other alternatives (Moi ici: Qual é a proposta de valor que lhes há-de comunicar o valor que poderão experimentar se optarem por uma dada oferta?)
Prove to them the value from your product
Finally do the most unscalable thing – ask them to pay for the value you created
Does charging for the value you create comes to mind when you think of things that don’t scale?"

Uma forma de não derivar para a produção em massa, onde reina o eficientismo, passa por apostar na contribuição unitária crescente de cada unidade de produto.