This week’s new Case Study at our sister site Subscription Site Insider is on ENannySource — a matchmaking site for parents and nannies that’s under siege from “hypercompetition”.Our #1 lesson learned:President Steve Lampert revealed his team uses a range of marketing and pricing tactics to stay on top … but his most critical weapon is narrow positioning. Seems like most competitors try to grow by broadening the range of matchmaking they offer. They’ll help you find anyone from a pet sitter to an elder care-giver.After a decade in the paywall business, Steve Lampert says he’s learned to do the exact opposite. Keep razor sharp focus on serving just one specific pain point. Then, when you want to grow profits, create additional products or services that match that focus completely – without broadening it.(If you’d like the entire Case Study, including which specific additional revenue streams are helping Lampert’s profits despite competitive price decreases, here’s the link.)
