4. Attack Focus - Analysis and Deconstruction

In this section, we’ll discuss how to approach and deconstruct new products and identify areas to focus on when analyzing competitors and emerging trends. The aim is to break down these products systematically to see which are introducing truly innovative solutions and which might only be leveraging hype.

The Importance of Systematic Product Deconstruction

When you come across a new product as a product leader, it’s essential to dedicate time to understand its value proposition and focus on innovation. Break the product into clear categories, making it easier to identify if it represents a "proven solution" or something genuinely innovative. This method will clarify where the product stands in terms of hype versus trend.

Breaking down the analysis systematically helps focus on crucial areas and prevents you from feeling overwhelmed by unnecessary details. Here are some primary areas (or "boxes") you can break down, from the macro level to finer details as needed for your business.

Key Areas of Focus in Product Deconstruction

1. Acquisition Model: Examine how the product or business segment acquires and retains users. Does it leverage social sharing, viral factors, a free trial, or a freemium model that converts to paid options? Understanding these can reveal growth drivers.

2. Engagement Strategies: Look at features like push notifications, community involvement, or interpersonal communication elements that keep users engaged.

3. Core Features: Often, these define the innovation and unique selling proposition (USP) of the product.

4. Monetization Strategy: This can include in-app purchases, subscriptions, or ad-supported content. Knowing how the product makes money—whether directly through users or via ads—helps identify sustainability and profitability.

Case Example: Analyzing Merge Mansion

To illustrate this process, let’s look at the example of Merge Mansion, a mobile game that emerged as a notable player within its category.

• Narrative Hook: The primary differentiator in Merge Mansion was its mystery-driven narrative, bringing an element commonly found in TV shows or films into gaming. This storyline engaged users, making them want to discover more.

• Historical Analysis: Breaking down Merge Mansion within the context of other popular games like Homescapes and Candy Crush showed that it didn’t introduce new elements in decoration or narrative, which Homescapes had already leveraged. Instead, Merge Mansion built upon these elements by innovating within game mechanics.

Lessons from Merge Mansion

To find the unique "attack focus" of Merge Mansion, we traced its origins in the puzzle game genre. From Candy Crush to Homescapes, which added decoration elements, we saw that Merge Mansion didn’t reinvent the genre but innovated in specific mechanics while utilizing proven elements from predecessors. This approach of focused innovation within familiar structures is highly effective.

Applying This Strategy in Other Sectors

We see similar examples in other industries, like streaming platforms. For instance:

• YouTube evolved from a video platform to also offering streaming.
• Twitch focused specifically on gaming content, a niche within streaming.
• Spotify addressed the need for audio streaming, eventually expanding into podcasts.
• Storytel further focused on audio content but dedicated itself to audiobooks.

These companies employed a targeted approach to innovation, leveraging proven design models while introducing specific innovations, like content focus.

Analyzing Market Position and Competitive Advantage

In deconstructing Merge Mansion, we discovered that it had robust financial support and industry expertise. These factors allowed for substantial user acquisition spending, which smaller competitors couldn’t easily replicate. Recognizing such an unfair advantage early on is crucial for understanding a product’s true market potential.

For example:

• User Acquisition: Knowing that Merge Mansion had a $180 million line of credit allowed it to invest heavily in user acquisition. This is a substantial advantage for growth in an increasingly competitive market.

• Marketing Strategy: The game used high-budget ad campaigns, featuring well-known actresses to drive brand awareness. This level of investment in creative production is rare in the gaming segment and set Merge Mansion apart from similar games.

Assessing Rising Challengers in the Market

After understanding Merge Mansion’s success, the next step is examining emerging competitors. This involves:

• Market Analysis: Using tools like Sensor Tower, we observed steady growth in the Merge game genre, indicating a broad trend rather than a single outlier success.

• Identifying Patterns: Many competitors followed Merge Mansion’s lead by drawing from established games like Toon Blast and adding unique mechanics or story elements.

Identifying Untapped Opportunities

By examining similar games in the puzzle category, gaps or "grey areas" in the market become apparent. These represent opportunities where developers could apply the 80/20 rule—80% established methods, 20% focused innovation—to introduce new features inspired by proven classics but with a unique twist.

Practical Steps for Implementing Attack Focus in Product Strategy

1. Perform Chronological Analysis: Research the history of similar products to see how innovation evolved in the segment. Identify proven solutions and recent innovations to set the context.

2. Break Down Product Attributes: For each competing product, note elements like user acquisition model, engagement features, and monetization approach. Organize insights into easily understandable “boxes.”

3. Use Analogies Across Markets: Recognize similar patterns in other markets to draw inspiration for your industry. Understand the strategic goals behind each player’s moves.

4. Identify Unfair Advantages: Determine if the product has backing, market influence, or other factors that might limit competitors' ability to replicate its success.

5. Look for Market Gaps: Spot areas where competitors haven’t yet explored, such as applying a popular game mechanic to an untapped genre.

By systematizing analysis, prioritizing the right focus areas, and recognizing competitive advantages, product leaders can accurately assess new entrants and position their own products strategically. This process ultimately improves decision-making and maximizes growth potential.