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Have you ever had a great app idea and then later seen that someone else created the exact app you were imagining? That doesn’t mean you’ve lost your opportunity...it may actually mean that you are in the perfect position to win.
The first mover myth says that your app or business can only be successful if you are the first one to launch the concept. Sometimes there is a significant advantage to being the first mover...but usually not. Facebook, which takes up a huge percent of all internet traffic, was certainly not the first social media. More often than not the first mover, also known as the “pioneer”, has to blaze the trail and therefore has a deep learning curve and barriers to entry that the later competitors, also known as “settlers”, don’t have to deal with.
First mover that lost: Movie Pass
To be fair, Movie Pass does still exist, but I would be surprised if they survive for much longer. At the time of this writing, their stock is at $0.0177. I’m keenly aware of this as I bought a decent amount of the stock when it went public! Ya...I lost all of that money.
Movie Pass was and is a relevant and viable idea. The idea was that you pay around $10 a month and you can go to unlimited movies at almost any movie theater. Over time they kept adjusting the specifics of that offer, but it started with something like that. One of the problems with a totally original idea is that it isn’t built into user habits. People do things in certain ways...so when you introduce something that is a real game-changer, a lot of user education has to happen before the business hits critical mass. That reprogramming often takes many, many years. I think Movie Pass’ mistake was that they were way under-capitalized (they needed to be able to LOSE money for years and give people time to adopt their product) and they needed better partnerships that ensured good profit margins.
Now, AMC has their own thriving subscription service. Movie Pass were the noble pioneers, AMC are the settlers who will actually make money on the concept.
In apps and other businesses, you don’t necessarily need to be the first. Having one or two pioneer companies before you, who have gone through the initial discovery process and started to open up the market can be a really great advantage. We can study those pioneer apps and the market they are targeting, and find how to do it better and more sustainably.