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You're stepping into a market category we call the "Swamp." This means there are already a few compliance platforms out there for small to medium businesses, but none have truly captured the market's heart. With three similar products already identified, competition is present. The average engagement, gauged by comments, is low. This suggests that while there is some interest, it's not translating into active discussion or enthusiastic adoption. Because this space is crowded and people aren't raving about existing tools, you'll need to offer something radically better or approach the problem from a totally fresh angle to cut through the noise.

Recommendations

1. Before diving in, invest serious time in understanding why existing compliance platforms haven't taken off. Talk to SMBs, identify their pain points with current solutions, and figure out what's missing. Are they too complex, too expensive, or not tailored enough to specific industries?
2. If you still want to pursue this, narrow your focus. Don't try to be everything to everyone. Instead, pick a specific niche within the SMB market (e.g., startups, restaurants, or a specific heavily regulated industry) and tailor your platform to their unique compliance needs. This targeted approach can help you stand out and build a loyal user base.
3. Consider a B2B play: Instead of competing head-on, explore building tools or integrations that enhance existing compliance platforms. This could be a faster, less risky path to market. One of the similar products found that people would like realistic pricing expectations so investigate this aspect in detail.
4. Given that there is a video with no audio captions it may be useful to incorporate more video content, to help with engagement, but ensure the videos have audio and are easily understandable. This may help attract users.
5. Think about offering compliance-as-a-service instead of just a platform. Many SMBs need more than just software; they need expert guidance and support to navigate complex regulations. By bundling your platform with consulting services, you can create a more compelling and valuable offering.
6. Explore adjacent problems that SMBs face, such as data privacy, cybersecurity, or employee training. These areas often tie into compliance and could offer a less crowded, more promising opportunity. By broadening the focus, you may find a better opportunity.
7. Given the low engagement, focus on creating high-value, educational content that attracts SMBs to your website and builds trust. Offer free resources, webinars, and templates related to compliance. This may increase engagement and trust in your brand.

Questions

1. What are the top 3 reasons why SMBs are NOT using existing compliance platforms, and how can your solution directly address those unmet needs?
2. If you focus on a specific SMB niche, what are the unique compliance challenges they face, and how would you tailor your platform to meet those needs in a way that existing solutions don't?
3. How can you build a strong brand and community around compliance to overcome the low engagement seen in similar products, and how can you add engaging content to increase user interaction?