If you’re the CEO of a tech scaleup, you’ve probably said some version of this: “Our customers are...
As a CEO of a growing tech scaleup, you’re faced with a fundamental strategic question:
Should your company dominate one niche — or compete across multiple industries?
On a recent episode of Wisdom From Wizards — a Caribou Strategic series that spotlights decision-making insights from visionary leaders — Alejandro Rivas-Micoud, founder and CEO of Userlytics, shared his perspective.
“I would rather dominate one niche,” Alejandro said, “and that is not to be confused with dominating only one vertical.”
Userlytics provides remote user research and usability testing — a clear niche. But Alejandro’s team serves a wide range of sectors: NGOs, government entities, B2B and B2C companies alike. That’s the distinction he draws between being niche-focused versus industry-limited.
His reasoning is rooted in risk management and strategic focus. Alejandro draws a compelling parallel:
“If you’re in the middle of a battle, do you spread your forces across the entire front line? No. You concentrate your attack at the weakest point to make the biggest impact.”
This philosophy resonates deeply with scaleup CEOs grappling with the pressure to expand into new markets before solidifying their home turf. Alejandro’s advice? Pour your resources into winning the niche first. Once you’ve earned dominance, broader applications become easier and more defensible.
At Caribou Strategic, we’ve seen this playbook work. Companies that specialize, clarify their story, and win decisively in one defined arena often create outsized momentum — both in revenue and reputation.
This episode of Wisdom From Wizards is part of our ongoing effort to help tech scaleups stand out and succeed through sharper decisions, clearer positioning, and smarter go-to-market strategies.
🔁 Get a weekly recap of Wisdom From Wizards episodes, and to grab your free eBook of my Amazon bestseller Product Marketing Wisdom HERE.
