Grandes marcas e marcas grandes em Mongo (parte II)

Parte I.
.
Julgo que um bom exemplo do que vai (está a) acontecer em Mongo é descrito por este artigo "4 Secrets to Building a Multi-Million Dollar Niche
Company":

"It started off taking niche retail one step further, by selling its high-end gear to a specific set of customers: expedition-style hunters, who spend days outdoors.[Moi ici: O objectivo não é a massa, o objectivo não é vago. O objectivo é claro: um nicho, um cliente-alvo muito específico, ou numa outra versão um JTBD com uma "luta" bem definida]
...
This intense focus on one type of product [Moi ici: Recordar a série sobre o plancton e as empresas grandes que nos tratam como plancton] has become a popular model for e-commerce startups
...
Master materials
Specialization won't pay off if the underlying product doesn't improve on what's available. [Moi ici: Estamos a trabalhar para um nicho, para especialistas não para os que acham que é um nice to have e que não utilizarão o produto ou serviço para a intenção inicial. O produto ou serviço será testado e os clientes cobrarão qualquer falha mas também saberão recompensar uma superior experiência de uso] "I didn't want to cut corners on materials,"
...
Hairston shares all of his sourcing--and his decision-making process--with customers, in part to justify what he charges. "By being transparent, you build a ton of trust," he says. "No one's perfect in business-building; sharing those challenges, and your mistakes, builds a personal connection. People like that."
...
Cut out middlemen
Since Kuiu's products cost a lot to make, Hairston embraced an increasingly popular ecommerce model: Instead of making "a jacket that costs me $100, and selling it for $200 to Cabela's, which sells it for $400 to the customer," he says, he cuts out the middle step. Kuiu produces a jacket for $150 and sells it directly to customers for $300. (Apparel companies like Everlane and Bonobos and outdoor brands Trew and Stio follow a similar model.) "Consumers are getting a product that costs less but is substantially better," Hairston says.[Moi ici: Imaginam a ameaça que isto representa para o retalho físico?]
...
Solicit feedback
Eighteen months before Kuiu launched, Hairston became a blogger: [Moi ici: Tantas empresas que têm medo de dar este passo apesar dos insistentes apelos que faço para que o dêem] "I started it to try to keep relevant; my fear was that people would forget who really built Sitka." His blog eventually got picked up by Bowsite, a popular forum for hunters, which brought him thousands of readers--and potential customers. Almost more important than the promotion was the feedback Hairston received from readers, inspiring new products.[Moi ici: O que é que se defende aqui acerca da co-criação e da importância da interacção?] He initially assumed that most hunters would want only a larger backpack, for long trips--but then online readers requested a smaller daypack. [Moi ici: Voltar a ler a parte I e tentar descobrir qual o papel dos media tradicionais na criação desta pequena grande marca. E se forem ao blogue da Kuiu é facil perceber a concentração e a disciplina de rejeitar sugestões que não se enquadram no foco.]
...
Jettison what's extraneous
Partly because of his Sitka experience, Hairston keeps Kuiu extremely lean. He has no board, and he outsources accounting, graphic design, PR, warehouse work--even his CFO position.
...
He pays more up front for these freelancers than he would for full-time staff, but argues it saves him money over time. "They do it better than I could train staff to do,""

Tem uma ideia para um nicho que conhece bem?
Quer trabalhar para Mongo?
Tem um projecto?
Talvez possamos ajudar!