Finding focus

Initial thoughts on product positioning

On the surface, the DAM market appears to be extremely saturated. The industry has existed for decades, and some players have been around for just as long. Storing, searching, and sharing digital assets sounds simple on the surface; however, a ton of complicated features have been built on top to provide incredible value to a myriad of business types.

Other than for a small handful of DAM tool developers, it is nearly impossible to get pricing information without first booking a demo. This high-touch sales process guarantees a high monthly price tag.

This leaves early- to mid-stage companies without any decent options for DAM. The cost to acquire the average DAM solution is likely prohibitive, and the one or two affordable options don’t contain nearly as much advanced functionality.

To address the issue, my idea is to position leveeware DAM as a powerful solution with an affordable price tag.

Of course, it is expensive to build a fully-featured application, especially if you are selling it at a fraction of the cost of a competitor. That is why v1 will not be released with very many features. However, it will be designed on top of a very flexible and powerful architecture. The reason for this is simple: fixing a broken user-interface (while important) is much less difficult than replacing a limited architecture once real user data is depending on it.

To achieve this, leveeware DAM will be designed with an “API-first” approach which will make future integrations much simpler. It will also be designed to allow plug-ins to create more powerful and customizable workflows. These types of decisions will impact initial development speed as a trade-off for future development speed. However, the hit to time-to-market can be mitigated with a limited initial feature set, as mentioned.

The plan will be to initial target early-stage businesses in our marketing and outreach. Then, as the product feature set grows, so will our value to more and more businesses. We can add tiers and add-ons in the future, but our focus will remain: Bringing DAM to the masses!