Discovering product-market fit and dynamic use cases for crypto

Product-market fit (PMF) refers to discovering how a product satisfies demand in the market. This can range from diverse to very niche use cases. Discovering how early adopters can utilize an emerging product is essential to discovering growth opportunities. Sometimes fit is not found, but that’s okay as you can then gauge other opportunities to scale, or pivot audiences entirely.

There is no one right answer when discovering PMF, but rather strategic inferences that you can test daily. With cryptocurrency, this whole process is incredibly unique and often faces scrutiny. Furthermore, it is not fair to compare the success metrics of a Web2-oriented company to a Web3 one. We’ve seen community building be done in ways that are totally decentralized, leveraging an entirely new set of networks that can give us insight far beyond what we previously were accustomed to.

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For example, companies such as Spindl, are redefining attribution for Web3, so you know what your incoming consumers are doing, and why. This concept reshapes how we are growing and discovering PMF. Utilizing previous industry-wide success metrics is sustainable only to a certain degree before we need to begin asking how we can better tailor indices of success and not compare apples to oranges. We’ve seen the general motive switch from pumping up the number of users and then the shift to quality-oriented retention goals in the Web3 space.

What I often try to convey is that it is hard to convert PMF for cryptocurrency because the use cases are mixed for everyone. For example, our company’s users are spread across the globe and a user in London using Bitcoin as a strategic store of value may not relate to a user who leverages Ethereum to send cross-border remittance payments. As I initially mentioned, the discovery process can be very niche, or extremely broad. In fact, I believe it is far more difficult to introduce an emerging product addressing various market inefficiencies, like cryptocurrency, compared to a product developed to address a very specific issue. This offers more opportunities for confusion as the lines blur to consumers, causing user retention to struggle.

The industry can address these adoption inefficiencies by developing clear roadmaps for each company’s vision and leveraging steadfast branding. Often, words such as “crypto, cryptocurrency and blockchain” are interchangeably used. Definitions beyond these buzzwords can give products more substance. Many shy away from integrating Web2-based terms into strategies, but they should not. Leveraging terms consumers are familiar with may help as they envision Web3-based products realistically integrating into their lives and replacing TradFi products.

If crypto and the vast community surrounding it stands for anything, it’s that embracing this new way of transacting is going to happen regardless, and mainstream adoption is never going to be the only thing building is focused on. Developing intimate, tribal-like communities has helped the ecosystem get to where it is today, and whether or not it becomes the most widely used payment rails is not the primary concern in my opinion.

Be realistic with growth goals, embrace opportunities to change and listen to those willing to embrace trying these new products to maximize growth. 

Megan Nyvold is Head of Media, North America, leading crypto exchange BingX. 

This article was published through Cointelegraph Innovation Circle, a vetted organization of senior executives and experts in the blockchain technology industry who are building the future through the power of connections, collaboration and thought leadership. Opinions expressed do not necessarily reflect those of Cointelegraph.

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