Go Broad or Go Niche: How Kiwi Tech Exporters Find Their Sweet Spot

“This post was originally published on techweek.co.nz”

In one of our first webinars of Techweek25, Go broad or go niche: strategies for NZ’s early exporters, four innovative Kiwi tech leaders shared their journeys of finding the right market focus. Hosted by Techweek25’s Strategic Sponsor New Zealand Trade and Enterprise (NZTE), the panel explored a question every tech business faces: should you cast a wide net or drill deep into a specific niche?

The Power of Finding Your “Home CFO”

Success often comes from understanding exactly who needs your solution. Jason Leong, founder of Pocketsmith, shared how his company evolved from targeting “everyone who uses money” to focusing specifically on the “home CFO” – the person who manages household finances.

“We started super broad and then we went niche through time, understanding our customer and constant feedback from them,” explained Jason. By using psychographics (values and lifestyles) rather than demographics (age and income), Pocketsmith discovered their ideal customer and tailored their product accordingly.

When to Go Broad, When to Go Deep

For companies with high-value, low-volume products, the approach can be different. Brad Hurnell of Immortal Camera Systems described their strategy as “very broad in identifying new potential customers and markets, then very niche in how we service those customers.”

Lisa McDonald from Recollect added that sometimes the best approach is “niche within a niche.” Her company identifies key customers in new markets, then expands outward from there. This focused approach helped them succeed in Australia and the United States of America (US) after establishing themselves in New Zealand.

The Value of Authentic Connections

A standout theme across all panellists was the importance of authenticity in customer relationships. Alex Burke of Optimal highlighted how being a Kiwi company provides differentiation: “We’ve used that opportunity to show our Kiwi authenticity. In market, it gives us differentiation and it’s high value.”

Lisa McDonald shared how hiring a former customer as their US implementation consultant transformed their American expansion: “She was one of our customers, so she just speaks their language and they love her.”

Learning From Mistakes

When asked what they would do differently, the panellists offered valuable insights about focus and timing. Jason Leong cautioned against being distracted by “sparkly appeal” opportunities that pull you off course. “The things that make sense may be harder to do. They may take longer to pay off. And it takes a bit of courage to stay the course,” he reflected.

Brad Hurnell emphasised the importance of sufficient runway: “Be mindful of how much runway you have and is it enough? If you jump too soon and you get that delivery wrong, it can cause massive stress.”

Building Community, Not Just Competition

Rather than viewing other companies solely as competitors, several panellists described building collaborative relationships within their industry. “We make friends with our competitors,” shared Jason Leong. “Not all competitors are people on the other side of the fence. You can find and build a community of people who are trying to solve similar problems in a similar space and be stronger by working alongside them.”

“Drink your own champagne. That concept of people using products and really adopting the product and understanding your product… not being too obsessed with the competitors around you.”
Alex Burke, CEO of Optimal

The session wrapped with a discussion on diversity and inclusion, with panellists highlighting how understanding diverse markets and making products accessible benefits both business growth and customer experience.

What’s Next?

Want to explore more insights from Aotearoa’s leading tech innovators? Techweek continues until Sunday 25 May with hundreds of events nationwide. Check out the full programme, and join the conversation about how technology can boost exports, drive sustainability, and shape future careers.