Glad it worked out for the author but it feels like he initially focused on the wrong thing. Iirc Lean Startup considers right problem, right customer the most important early decisions.
He eventually got it right by figuring out the right customer but I think the mistake was starting with "selling a tool" instead of thinking about the actual problems. It's very possible project managers don't have a pain point when it comes to their tools (they are "good enough"). Problem and customer segment are usually tightly coupled. I could be completely wrong but I think the main discovery here was that "blog posters want to be more "professional"". Maybe because the tools are helpful but probably also a healthy dose of "journalism envy" at least initially. I think that's what I'd focus on and see if it's right (i.e. hammer the "like a pro" line)
He eventually got it right by figuring out the right customer but I think the mistake was starting with "selling a tool" instead of thinking about the actual problems. It's very possible project managers don't have a pain point when it comes to their tools (they are "good enough"). Problem and customer segment are usually tightly coupled. I could be completely wrong but I think the main discovery here was that "blog posters want to be more "professional"". Maybe because the tools are helpful but probably also a healthy dose of "journalism envy" at least initially. I think that's what I'd focus on and see if it's right (i.e. hammer the "like a pro" line)