Anthony Pierri 🎸

If you have multiple target customer segments... you can address them in one of two ways on your homepage: 1) Address them one at a time → dedicate 1-3 scrolls to your ideal customer profile → add in additional segment messaging below → this is the safer route for early stage startups → ex: Uber (not an early stage startup, but an easy to understand example) 2) Address them all at once → create divergent paths on the homepage → the page functions as a "channel changer" → the goal is to drive visitors to their respective sub-page → this is extremely risky to early stage startups → ex: Rippling (not an early stage startup, which is why they can pull this off) In our consulting projects with early stage startups, the vast majority want to do what Rippling is doing... ...when they should be doing what Uber is doing to find PMF with one of their products and/or segments. #productmarketing #saas #startups #gotomarket