Moore gives a case-study of how Quicken got started (in crossing the chasm, in ch 6 define the battle - p.139, rev. ed.). Sounds very relevant and useful, and I commend it to you, even though it's about a later stage (providing the whole product ie. to actually salve the pain; and positioning with respect to other ways/attempts to fix it).
Of the people who have the problem that WePay solves, there is a continuum of how bad the problem is, how important it is to them to fix it and so on. But there is also a continuum of those people's attitudes towards change. Psychologically, some people like change and some don't. It is these early adopter that you want - that are a subset of the people with the problem who are suffering acutely.
Of the people who have the problem that WePay solves, there is a continuum of how bad the problem is, how important it is to them to fix it and so on. But there is also a continuum of those people's attitudes towards change. Psychologically, some people like change and some don't. It is these early adopter that you want - that are a subset of the people with the problem who are suffering acutely.