SimpliSafe Chased the Wrong Customer. This Pivot Saved The Business.
SimpliSafe is a security system built for renters. But it unexpectedly gained traction with homeowners.
Chad Laurans was convinced he’d made the perfect product for the perfect customer. He’d done his research, refined his marketing, launched a home security company called with high expectations -- and then was promptly disappointed. “Things were going pretty slowly,” he says. “It felt like we were headed toward this middling outcome where we could spend years and maybe
