Here's a scenario we see all too often: A founder approaches us with a meticulously planned product, complete with detailed wireframes and feature lists. They're ready to invest significant resources into development. But when we ask, "How will customers find this product?", we're met with a pause, followed by: "We'll figure that out once it's built." or "I just need to get the product out there first." — which is a fallacy.
This approach, while common, puts the cart before the horse. At Add Jam, we believe that understanding your product's placement in the market is just as crucial as its technical implementation—if not more so.
Why placement first?
Think of product placement as choosing the perfect location for a high street shop. Would you sign a lease for a shop with no foot traffic? More importantly, would you sign a lease for a shop that doesn’t attract the right customers? A children's toy shop on the Las Vegas strip might sound absurd, yet we see digital product teams make equivalent mistakes every day.
The same principle applies to digital products, but the "location" is more nuanced. Your digital storefront might be an app store listing, a Google search result, or a social media presence. Each of these locations comes with its own rules, audience expectations, and costs of entry.
Understanding modern product placement in 2025
The digital landscape has evolved significantly, and successful product placement now requires a sophisticated understanding of multiple channels. Gone are the days when simply having a website was enough. Today’s successful products exist in an ecosystem of interconnected platforms and communities.
Search engines remain powerful gatekeepers, with Google continuing to dominate as the first stop for problem-solving. However, AI-driven discovery and personalized recommendations are reshaping how users find and engage with products. Mobile app stores have evolved into highly competitive marketplaces where visibility demands a deep understanding of ASO (App Store Optimization) and user behavior patterns.
Social media is no longer just for networking—it’s an advanced commercial environment. LinkedIn has become a hub for B2B decision-making, while TikTok has transformed from a teen entertainment platform into a powerful product discovery engine.
Additionally, niche-specific channels like Capterra for B2B software or government procurement platforms like G-Cloud can be crucial in reaching the right audience.
A guide to product placement
Where do your customers go to find solutions?
Before writing a single line of code, do your research.
You need to understand your target customer. Don't just define the problem you're solving—figure out how potential users currently discover solutions. Too often, startup advice focuses on identifying problems and building solutions, but it misses a crucial question: Where should you place your product so these customers actually find and buy it?
For example, if you're building an app to help tourists find the best places to visit in London, you need to understand where tourists go for travel advice. There’s no point in ranking for train times in Edinburgh if your target audience isn't searching for that.
Know the market, make smart decisions
Different distribution channels demand different product approaches. An enterprise solution sold through direct sales requires robust security documentation (e.g., ISO 27001 or SOC 2) and customisation options. In contrast, a consumer app distributed through app stores a customer here probably won't know what ISO 27001 is, instead you need to deliver immediate value and have a seamless onboarding experience.
Your choice of channel significantly influences your product’s core features and development priorities. As a startup, time is your most valuable resource—don’t waste it building a product that no one will find or appreciate. A bit of upfront research and understanding of the market you're entering will save you a lot of time and money.
Don't forget to consider the costs
So you've done your research and you know where your product will live, but what if it costs too much to acquire customers?
Understanding the economics of your chosen distribution channels is crucial. If your product has a high customer acquisition cost (CAC) then you need to make sure you're not spending too much on marketing and burning through a runway too quickly. That cost of acquisition needs to be balanced against the lifetime value of a customer.
A strategic approach to product placement
Success in product placement requires a systematic approach:
- Identify where your potential customers currently find solutions. Are they active in online communities? Relying on peer recommendations? Searching on Google or app stores? Do they use a specific niche channel like Capterra or G-Cloud? Or do they attend industry events and trade shows?
- Validate assumptions through direct conversations. This might shock you but maybe you just need to pick up the phone and call some of your potential customers. Get out there and talk to people.
- Prioritise channels based on cost, scalability, and effectiveness. Don’t just pick a channel because it’s trendy—ensure it aligns with your audience and business model (understand your cost of acquisition and lifetime value of a customer)
Avoiding common pitfalls
The "build it and they will come" mentality remains the biggest trap for technical and non-technical founders. Great code alone doesn’t guarantee success. We’ve seen technically superior products fail while simpler solutions succeeded purely due to better distribution strategies and understanding of the market.
Another mistake is fixating on a single channel. Don't get me wrong, focus is important however your distribution strategy should evolve with your product and market. What works in the early days might not scale as you grow.
A checklist before you start development
Before you start development, build a clear picture of your distribution landscape:
- Understand where your potential customers are.
- Analyze how they make purchasing decisions.
- Estimate the cost of reaching them effectively.
- Document your assumptions and test them with real market research.
- Build relationships in your chosen channels before launching.
It’s far easier to build a product for an existing audience than to create an audience for an existing product - if that makes sense?
Through years of experience we've learned that successful products aren't just well-built—they're well-placed. That’s why we start every project by understanding not just what we’re building, but where it will live and how it will reach its users.
Whether you're planning a new product or looking to grow an existing one, taking time to develop your placement strategy is crucial. It’s not just about where your product will live—it’s about ensuring it thrives.
Need help developing your product placement strategy? Get in touch with Add Jam. We combine technical expertise with strategic insight to help you build products that don’t just work well, but succeed in the market.
