Bucking conventional wisdom has been a consistent theme in my life. I have always been a generalist in an increasingly specialized world. This has not worked out at all well for me, career-wise…but it’s who I am, and I’ve learned not to fight it. There has to be a niche for generalists, right?
Getting the attention of a general audience is much more difficult and expensive than targeting a well-defined demographic. This might be the single biggest brake on my growth.
So “Tentacles of the Kraken” is easy enough to understand: Curio City is supplemented by some number of specialty websites that sell the same products to narrower audiences – customers who want to find what they’re after quickly, without hunting around for it. Customers who don’t want surprises. One web store might sell only timepieces; another, only gadgets; another, home décor, and so on.
All of these sites would point visitors to
Advantages: Each individual site is theoretically easier (and cheaper) to market because of its narrow focus. Each site will theoretically enjoy a better conversion rate because it’s less demanding on customers’ time and attention.
Disadvantages: The logistics of maintaining and promoting half a dozen sites is intimidating. I have no real reason to think that I’ll be any better at marketing them than I am at marketing CC, and my budget will be stretched much thinner. None of the individual sites would have much personality – if I am maintaining them all myself, they will essentially be clones, with only the products differing. Establishing and maintaining half a dozen URLs and payment gateways and so on is likely to be much more expensive than the same requirements for one site. Six sites would almost surely not translate into a six-fold sales increase. Perhaps most important, there is already ample competition in every product niche that I can think of. And finally, it sounds neither fun nor interesting.
“Tentacles of the Kraken” is therefore my least likely path in the near- to medium-term. I can’t imagine Kraken Enterprises taking on any other ventures until CC is paying the bills. I laid it out only because circumstances can always change, and the idea should remain in play.
- Possible Future 4: Curious Hobby
- Possible Future 5: Exile On
- Startup Phase 3 Revisited, & Phase 4 Envisioned
- Credit Card Processing