MOAT Worksheet example
Started by Katy
0 points
Katy
Just thought I'd provide my MOAT worksheet thoughts as an example, and for feedback.
I went through the entirety of the worksheet questions. The questions in step 5 are the most interesting piece for my situation - which is that Market and Ocean point exclusively to free trial, but Audience and Time-to-Value point to exclusively to freemium.
The online version of the questionnaire points me towards a freemium model, so I value that Wes has given us the opportunity to see the questions broken out in more detail on our worksheet, because it's allowed better analysis of my situation.
I'm choosing to weight Market and Ocean more heavily, initially. Although my TAM looks high, there is a lot of education and demand creation to be done in order to reach that market - yeah, I know, that puts the PLG model at risk entirely, but I still know sales-led isn't the right fit for this low-ACV B2C product. In addition, the economic reality is that I can't afford to support a freemium model at launch. We need some revenue to support incremental users on the platform.
Assuming our education and demand creation efforts are successful, I do expect more competitors to pop up. So essentially we're starting in a Differentiated Market Strategy that might quickly shift to a Dominant Market Strategy. I've known from the beginning that's a likely transition I'll need to expect, but I feel much more mentally prepared for it after thinking through the MOAT model.
The end decision? A launch focused on free-trial with opportunities to pivot to freemium down the road.
Huzzah!
0 points
Katy
Just thought I'd provide my MOAT worksheet thoughts as an example, and for feedback.
I went through the entirety of the worksheet questions. The questions in step 5 are the most interesting piece for my situation - which is that Market and Ocean point exclusively to free trial, but Audience and Time-to-Value point to exclusively to freemium.
The online version of the questionnaire points me towards a freemium model, so I value that Wes has given us the opportunity to see the questions broken out in more detail on our worksheet, because it's allowed better analysis of my situation.
I'm choosing to weight Market and Ocean more heavily, initially. Although my TAM looks high, there is a lot of education and demand creation to be done in order to reach that market - yeah, I know, that puts the PLG model at risk entirely, but I still know sales-led isn't the right fit for this low-ACV B2C product. In addition, the economic reality is that I can't afford to support a freemium model at launch. We need some revenue to support incremental users on the platform.
Assuming our education and demand creation efforts are successful, I do expect more competitors to pop up. So essentially we're starting in a Differentiated Market Strategy that might quickly shift to a Dominant Market Strategy. I've known from the beginning that's a likely transition I'll need to expect, but I feel much more mentally prepared for it after thinking through the MOAT model.
The end decision? A launch focused on free-trial with opportunities to pivot to freemium down the road.
Huzzah!
0 points
Wes Bush
Amazing. Thanks so much for breaking it down Katy. I'm glad you decided to weight some of the areas more heavily based on your specific situation. I'm with you that starting off with a free trial first sounds like the best option. Once you've proven the free trial model out you can always reconsider freemium as your market develops.