Depth Verse Breadth

As we prepare for our new website launch and begin work on our premium product tailored at the legal vertical, we continue to struggle with how we talk about what we do. Although we designed Onit specifically for lawyers, we quickly realized that Onit is a universal project management tool that any professional, or non-professional for that matter, could use.

At the highest level, a lawyer’s project management needs are not that dissimilar than most people’s needs. On the one hand, we have a great, general project management tool that we will continue to grow for all professionals. On the other hand, our business plan predicts that 100% of our revenue will come from the legal vertical in the next five years.

It is the classic “depth verse breadth” battle that most software companies encounter. So far, we have tried to straddle both: Onit is for everybody; Onit Premium will be for lawyers and people that work with lawyers. Now, we have to find a middle ground that clearly articulates Onit’s value proposition to both audiences.