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The conventional wisdom is that “early adopters” are the ideal target for startups, to get business rolling. I see two pitfalls with any concerted focus on early adopters; first, the size of this group may not be as large as you think, and secondly, their feedback may lead you directly away from your real target market of mainstream customers.
The term “early adopters” relates to the people who are eager to try almost any new technology products, and originates from Everett M. Rogers' Diffusion of Innovations book. Early adopters are usually no more than 10%-15% of the ultimate market potential, and marketing to them is quite different from marketing to the mainstream.
The good news is these people will readily provide candid feedback to help you refine future product releases, and push towards new features, increased control, and interoperability. The bad news is that they hardly ever push towards simplicity and increased usability needed by the masses.
The result can easily be the classic startup death spiral, driven by a small but vocal portion of your market, for more and more features, when you can least afford it in time or money. Equally bad, implementation of input from a few early adopters can actually prevent your products from being adopted by the majority, as follows:
- Minimize value of usability features. Features you designed for average users, like wizards for configuration, and simple buttons to eliminate complex processes, will get no feedback, or removal recommendations. Early adopters like to see tricky and elegant details, rather than general usability.
- Increased control and flexibility. Product suggestions by early adopters often ask for increased user control over details of the technology. However, each increase in control that you hand over to the users also increases user interface complexity, and the opportunity for pitfalls for the average user.
- Emphasis on engineering robustness. Early adopters love the technology, sometimes to a fault. Technical issues like execution speed, file size, and memory usage are typical examples that always need further optimization. At some point it becomes compulsive engineering, rather than engineering to increase value for the average user.
- Higher product price. They want new features automating complicated but obscure tasks. These features will likely be used by only a tiny fraction of the entire user base, but increase complexity for everyone. Early adopters are normally less price sensitive, so may mislead you in finalizing your pricing model.
The dilemma that we all face is that the most valuable customers might be the least vocal (silent majority). The users who scream the loudest are usually a minority segment. The challenge of every business is to proactively seek out a cross section of core users and ask them for feedback, rather than responding to random noise.
I’m certainly not suggesting that you ignore early adopters. Simply recognize them as a specific and important small market segment, and treat them with respect. Early adopters have money, and if they like your product, they’re generally very vocal about it and provide invaluable word-of-mouth press. You need their evangelism and passion to get enough momentum to start attracting mainstream consumers.
So don’t be lulled into complacency by early adopters as your first customers. Temper your feedback assessments, product changes, and marketing strategy to the mainstream market. Ten percent of your projected market won’t make either you or your investors very happy.
Marty Zwilling
Sega's official street date for the PlatinumGames-developed action game Bayonetta isn't until January for North America and Europe, but some gamers have found the game already sitting on store shelves.
We've heard from tipsters here in the U.S. and in Europe—Switzerland, specifically—that the PlayStation 3 and Xbox 360 versions of the game have already shipped to retail and are waiting to be snapped up. Kotaku reader Bryant just snagged a copy at a Wisconsin Toys 'R' Us. We've reached out to some of our local retailers, even the ones that generally sell to us early, but have come up short.
You may have better luck, though, and may be able to secure a surprising Christmas or Hannukah gift for a friend if you do.
Yes, both versions appear to be regional, not import copies. Two good gets for a game that's not supposed to be released for another two weeks or more.
Thanks to Ivan and Bryant for the heads up. And have fun.
Send an email to Michael McWhertor, the author of this post, at .
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Nine Inch Nails (NIN) fans such as myself are fans because of the one thing Nine Inch Nails (NIN) does: They rock the house! Most folks who listen to the band know of songs that noone else could even do. Nobody comes close to the genre that NIN plays too, and that's, we old generation Xers!
As far as I can even tell, we old gen Xers are the only folks morose enough, and yet still alive enough, to enjoy watching folks who are so good at sounding down. Their music's beautifully sad too. Even in the case of ranking the number ten song as number ten, I simply can't say, which Nine Inch Nails songs I like best.
Top Ten Videos from Nine Inch Nails on YouTube number ten: The Perfect Drug
For as long as I've been listening to these folks I can tell you that I don't really make it a habit of learning names. That's what I leave to the devotees. Fans like myself are the folks in the art gallery saying: “I don't know anything about art. But I know what I like….but nobody recognizes Trent Reznor's name around Meadville, Pennsylvania.
Top Ten Videos from Nine Inch Nails on YouTube number nine: Eraser
Most of us fans feel as if we know this band. They've been in our radios, our heads, and our personal dramas for so long that we almost recognize them as family. Hard partying, raucous, and quarrelsome family they may be yet family they remain.
Top Ten Videos from Nine Inch Nails on YouTube number eight: Burn
Sometimes I can remember times in my life where it was the music of Nine Inch Nails that altogether influenced me in a decision. I'm not exactly sure why I did as told…but I did. That tells me that Nine Inch Nails might have some skills in the area of getting a message across. I hope they get sponsored to the tune of millions and millions of dollars.
Top Ten Videos from Nine Inch Nails on YouTube number seven: Gave Up
Are there too many other real good Nine Inch Nails songs than this one? Well…just a couple. But you gotta admit that this one is a fun one too. If it were up to me I'd have it in number one. Oh. It is up to me. But I'm too lazy.
Top Ten Videos from Nine Inch Nails on YouTube number six: March of the Pigs
There is probably a party somewhere on earth being fueled in part by this very song at this very second at any given moment. How's that for a powerful statement?
Top Ten Videos from Nine Inch Nails on YouTube number five: Closer (Censored Version)
This song had to be in the top five for me. But the uncensored version would've ranked higher.
Top Ten Videos from Nine Inch Nails on YouTube number four: Head Like A Hole
There's not much more that a guy could say about Head Like A Hole other than it's fun, and funny, and kinda annoyed all at once as a song. I mean…what're they saying? Are they angry or aroused? Either way. It's a great tune.
Top Ten Videos from Nine Inch Nails on YouTube number three: Wish (Live)
They've really taken over the radio here. There's no turning back from NIN fandom now. Resistance is futile.
Top Ten Videos from Nine Inch Nails on YouTube number two: Down In It
Well NIN is nothing if not provocative. Didn't they just do a lovely job with this song?
Top Ten Videos from Nine Inch Nails on YouTube number one: Hurt
This song is so good, and so powerful that, after Nine Inch Nails did it, so did the legendary Johnny Cash. Both performances will steal your breath away and borrow your mind for a few moments. I'm glad you've found the Nine Inch Nails videos you were looking for because of me. You're welcome!
Source:
www.YouTube.com
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