Ask HN: How to market a product with two distinct use cases?

I am having the same issue marketing https://www.uxwizz.com

There are at least two different use cases:

* users who just want a private analytics platform to track their own stats * agencies who want to earn money by running their own analytics platform

Almost everything is different when trying to market to the two distinct categories: benefits, pricing, features set, etc.

I am still struggling with this, I also leaned towards having distinct landing pages (but I didn't have the time to try them), but recently I switched to a different approach: build two different products for each of the target audiences. In this way, marketing and reach becomes a lot easier, as you know exactly who the customer is when it reaches your website.

This sounds like a single product - a canvas that can render an image. You are hard-coding one potential use case for that image: a calendar. I'd abstract that out to a complementary product line of canned apps that render to the correct image size and format. The calendar is just your first app.

True, from a programmers mindset this is totally true. But I think that some customers will just come looking for an e ink calendar - and then get confused/repulsed by the complexity of a tablet with apps.

These are the landing pages:

https://www.invisible-computers.com

https://www.invisible-computers.com/programmable-e-paper-scr...

Personally I think the picture display is not user friendly (requiring a HTTP endpoint with a 800x480 monochrome bmp image).

I like the calendar display, but concerned about the limitations and the price.

Who is the customer? Decide that and then go out and show it to them. I also recommend Just Enough Research from Erika Hall, it's about studying your potential customers, market and product.

This product needs to be attractive and easy to use. A smartphone app the customer can use to change the display would be helpful, and it could justify the price.

Yes, there is a smartphone app for configuring the calendar. Basically that’s for the “consumer” market.

By I have also noticed demand from makers for a more open platform. That’s why I decided to expose the bmp feature. That’s for the “hacker” market.

I’ve sold a few of these so I know that there is demand - but I am struggling find a marketing channel. Maybe there isn’t enough demand, it’s possible.

two use cases = two marketing personas - build the two personas - then run a channel & massage analysis for each persona - run the messages in the channels that surface for each persona - 1 landing page but track conversion from each persona campaign - after a few months if conversion is an issue - try 2 distinct landing pages -

Hey, you sound like you know what you’re doing.

What I am struggling with : I feel like the two use cases are so distinct that it would confuse users to have them one the same landing page.

Why do you think that one landing page is better than two?

But even if I have separate landing pages, i still need to figure out how to put it all on one shop page without confusing people.

it's just experimentation - you can start with 2 - you can start with 1 - doesn't matter much - you just need to find the result of what works quickly - 1 is easier to start with - 2 might be over optimization - run the test and check the conversion then decide - you probably don't know enough yet to know what is better - more testing needed - get comfortable with utm - :=)

Typo on the calendar version: ‘electronig’.