{"id":1186,"date":"2017-07-01T08:49:00","date_gmt":"2017-07-01T07:49:00","guid":{"rendered":"http:\/\/silta.es\/juantatay\/2017\/07\/01\/growth-is-getting-hard\/"},"modified":"2017-07-01T08:49:00","modified_gmt":"2017-07-01T07:49:00","slug":"growth-is-getting-hard","status":"publish","type":"post","link":"https:\/\/silta.es\/juantatay\/growth-is-getting-hard\/","title":{"rendered":"Growth is getting hard\u2026"},"content":{"rendered":"

 from intensive competition, consolidation, and saturation by @andrewchen<\/p>\n

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Growth is getting hard from intensive competition, consolidation, and saturation<\/a><\/p>\n

\u00ab<\/span><\/b>
The reason for the above is that there are multiple trends \u2013 happening right now \u2013 that impede growth for new products. These trends are being driven by the biggest players \u2013 Google\/Facebook, et al \u2013 but also by the significant leveling up around of practitioners in design\/PM\/data\/growth.<\/span>

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We\u2019ll look at a couple trends in this essay, including the following:<\/div>\n
    \n
  1. Mobile platform consolidation<\/li>\n
  2. Competition on paid channels<\/li>\n
  3. Banner blindness  = shitty clickthroughs<\/li>\n
  4. Superior tooling<\/li>\n
  5. Smarter, faster competitors<\/li>\n
  6. Competing with boredom is easier than competing with Google\/Facebook<\/li>\n<\/ol>\n
    These trends are powerful and critical to understanding why all of a sudden, entrepreneurs\/investors are starting to get into many new fields (genomics, VTOL cars, cryptocurrency, autonomy, IoT, etc) in order to find new opportunities.<\/div>\n
    \u2026When the App Store first launched, competition was easy: Boredom. Mobile app developers were taking time away from easy, \u2018idle\u2019 activities like waiting in line, commuting etc. But today, acquiring a new app user means stealing a user\u2019s time from their favorite existing app. As we\u2019re near the end of the cycle, companies have moved from non-zero sum to a zero-sum competition. \u2026<\/p>\n

    <\/a><\/p>\n<\/div>\n

    How the industry is evolving, in response<\/strong>
    The above trends are troubling for new products, and especially for startups. All 6 of these trends are scary, and they\u2019ve emerged because we\u2019re at the end of a cycle. There\u2019s a variety of natural monopolistic trends (like app stores, ad platforms, etc), where everything with related to growth and traction is getting harder.<\/div>\n
    If companies want to stay in the mobile\/software product categories, they need to evolve their strategies. I\u2019ll save a deeper discussion for a future essay, but here are some observations on what\u2019s happening:<\/div>\n
      \n
    1. More money diverted to paid acquisition<\/li>\n
    2. Deeper monetization to open up channels \u2013 especially paid<\/li>\n
    3. Creation of paid referral programs to complement ad buying<\/li>\n
    4. Personalization features that rely on lots of data to amp up targeting<\/li>\n
    5. Products trying to deepen differentiation by solving hard(er) problems\/tech<\/li>\n<\/ol>\n
      \n
      \u00ab<\/span><\/b><\/div>\n<\/div>\n
      <\/div>\n","protected":false},"excerpt":{"rendered":"

       from intensive competition, consolidation, and saturation by @andrewchen Growth is getting hard from intensive competition, consolidation, and saturation \u00abThe reason for the above is that there are multiple trends \u2013 happening right now \u2013 that impede growth for new products. These trends are being driven by the biggest players \u2013 Google\/Facebook, et al \u2013 but also by […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[28,32,29,44,38,46,37],"tags":[],"class_list":["post-1186","post","type-post","status-publish","format-standard","hentry","category-cosillas-empresariales","category-economia","category-gestion","category-innovacion","category-marketing","category-start-it-up","category-tendencias"],"jetpack_featured_media_url":"","jetpack-related-posts":[],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/posts\/1186","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/comments?post=1186"}],"version-history":[{"count":0,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/posts\/1186\/revisions"}],"wp:attachment":[{"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/media?parent=1186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/categories?post=1186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/silta.es\/juantatay\/wp-json\/wp\/v2\/tags?post=1186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}