Barriers to participation
What is Barriers to participation?
A meaningful customer group cannot readily start using a capability because of its cost, required expertise or restricted access. Record whether customers abstain, delay or use a limited alternative.
How Barriers to participation works
Removing a participation barrier can expand the reachable customer population. It does not by itself establish how many new customers will adopt.
Case studies tagged with Barriers to participation
Each link opens the passage tagged with this concept.
- Affirm
- Block
- Booking Holdings
- Brex
- Canva
- Certara
- Cloudflare
- DigitalOcean
- Duolingo
- Earnest
- Expedia
- Global-e
- Guardant Health
- Hims & Hers
- Hinge Health
- Iterable
- Jobber
- Klaviyo
- LendingClub
- Linode
- New Relic
- Okta
- Omada Health
- OpenAI
- Oportun
- PayPal
- Peloton
- Practice Fusion
- Robinhood
- Roblox
- Squarespace
- Stripe
- SurveyMonkey
- Tableau
- Talkspace
- Twilio
The question to ask of a company
Which customer group struggles to begin, what specific requirement excludes or discourages it, and what does it do instead?
Examples
- Cloudflare: small website operators could not readily operate enterprise security equipment.
- Twilio: telecom requirements discouraged developers from attempting communications projects.
Who names it
| Author | What they call it / where it appears |
|---|---|
| Strategy Canon + | Editorial pattern label derived from the company entry studies |
Note. Nonconsumption is the narrower case where a customer cannot use the capability. Do not treat every dissatisfied customer as a nonconsumer or add Underserved as an overlapping tag.