New target audience (pivot)

After months of talking to marketing agencies (the initial target audience), I have pivoted into targeting a different audience: SME business owners.

This is what I learned from targeting marketing agencies with an analytics app:

It’s difficult for an agency to simply switch or start using a new tool, specially one that’s related to their clients

• They need to teach their team to use a new tool
• They need to change their already working SOPs
• They need to get permission from their clients on connecting their data to a new tool

Marketing agencies, succesfull ones specially, which are the ones you want to be building tools for - already have systems, tools and people in place to do their core offer.

Offering them a new ad tech tool is difficult, first you need to get the initial objections here, but second of all... their team already does the work for them...

For example as an agency owner, I already have media buyers / data analysts whose full time job is looking at analytics, why would I need a new tool in this area?

Which brings me to the new target audience and why I believe they are better: SME business owners.

Unlike agencies, the SME business owner doesn't have the analytics team and knowledge that they really need.

Analytics apps are complicated for the average business owner, and there are too many of them, where their data is all over them...

The business owners know the value of data, but they don't have time to look into it and it's too expensive to hire someone to do that for them.

SnapMetrics will now try and basically become a data analyst for SMEs, where you connect your different services (ex: online store, Google Analytics, advertising, email marketing etc) and we will automatically keep you informed on your numbers + insights on what's working and not working.

Let's see how this goes.