Laura Roeder tells it like it is: Niche down, or hedge the market?

Hasan Cagli tripled PostPlanify to $3K MRR the month he started selling to agencies instead of indie hackers. The agencies use it every day, ask for features, and stay. Everyone else signs up, pokes around, and churns. Which means the niche is already sitting in his own customer list. But winning there means giving up customer number seven — the one he's actually worried about. Cohost Laura Roeder built MeetEdgar in this exact category, scaled it past $5M ARR, and sold it. She and I dig into what it costs to stay vague — including the years MeetEdgar spent on a niche defined by a feature instead of a buyer. A candid working session including: "agency" is not a niche, it's one facet the number 7 customer trap sizing the market with powers of ten what MeetEdgar's niche got wrong pricing by workspace, not by account =================== ME ME ME!!! =================== Subscribe on YouTube ►    / @asmartbear   📘 Get my book ► https://hiddenmultipliers.com 📘 My bio + 20 years of articles ► https://longform.asmartbear.com/   / asmartbear     / jasoncohen   ====================== STARRING HASAN CAGLI ====================== PostPlanify ► https://postplanify.com   / hsanc_     / hasancagli   YouTube ►    / @hasanccagli   ========================= WITH COHOST LAURA ROEDER ========================= Founder at Paperbell ► https://paperbell.com Read her blog at ► https://lauraroeder.com/   / lkr   ============================ REFERENCED IN THIS EPISODE ============================ "Your target market isn't demographic" ► https://longform.asmartbear.com/targe... "The Ultimate Sales Machine" — Chet Holmes ► https://www.ultimatesalesmachine.com/ ============= TIMESTAMPS ============= 0:00 Intro: the agency vs indie hacker churn problem 3:13 Hasan's numbers: 3.5K MRR and why agencies stick 6:59 The pricing tiers and the missing workspace math 10:12 The case for going all in on agencies 26:51 His Turkish identity: the advantage he is not using 36:37 Mapping the niche: agency, simple, local 45:30 The number 7 customer trap 52:38 Niching case studies: WP Engine, Toast, Shopify, Acquia 1:04:43 Sizing the market with powers of ten 1:07:08 MeetEdgar's niche mistake, from Laura herself 1:23:10 Even Apple and Uber started niche 1:28:16 The product fork: agency tool vs client login 1:42:26 Pricing by workspace: the rule of thumb 1:49:25 Go to market: Dream 100 and cold outreach 1:56:51 Nathan Barry's dissatisfaction pitch trick 2:00:06 Closing line: go niche down without fear