Build features that unlock new customer segments rather than adding capabilities for existing users
Product features should serve as market expansion tools, not just functionality additions. Each major feature investment should open access to a new customer segment or price tier. Compliance certifications (SOC 2, HIPAA) unlock enterprise buyers. Bulk sending unlocks operations teams. API access unlocks developers. Evaluate features by asking 'what new market does this open?' rather than 'what do current users want?'
When to use
When deciding which features to build next in a horizontal SaaS product that serves multiple segments
Don't do this
Building features that only incrementally improve existing user satisfaction without expanding addressable market
1 Founder Who Did This
Added SOC 2 Type II and HIPAA compliance to unlock enterprise customers, bulk CSV sending for operations teams, and embedded API for developers - each feature expanded the addressable market rather than just improving existing user experience