Analysis of Canva
- Customer (Who specifically is helped?)
- Non-expert with Adobe suite wants to make an illustration, ad or visual support that looks good and communicates what they want.
- Pain (What is the frustration for the customer?)
- Creativity tools are powerful but hard to master. Blank page, hard to get started. Hard to get good results.
- Solution (How does the product remove the frustration?)
- Drag-and-drop editor with a massive template and asset library that gets you 75% there instantly.
- Offer (Pricing, warranties, terms)
- Freemium. 150$/y for more templates, more features, more storage.
- Channel (How do customers discover and purchase the offer?)
- SEO for discovery: millions of specific landing pages (e.g. birthday card) - each template is also a landing page. Then, product-led growth.
Exercises for the reader
- Can you think of a totally different way to efficiently help this market?
- Can you think of a different market where an analogous strategy would work?
- What is the underlying need that the customer has beyond the immediate problem?
Back to the list
Edit (admin only)