Analysis of Threema App
- Customer (Who specifically is helped?)
- Privacy-conscious person wants to communicate safely and does not trust American tech giants.
- Pain (What is the frustration for the customer?)
- WhatsApp and other such apps need a phone number and are owned by American tech giants.
- Solution (How does the product remove the frustration?)
- An end-to-end encrypted, open-source communication app you can use anonymously (no need to link phone or email). Hosted and owned by a Swiss company (Switzerland has very strong privacy laws).
- Offer (Pricing, warranties, terms)
- CAD $8
- Channel (How do customers discover and purchase the offer?)
- Best seller on Android and iPhone. Is even re-purchased by its users and given to friends they want to talk to securely. Approved and recommended by the Swiss Armed Forces.
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?
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