Jira is a platform that supports bug and issue tracking and agile project management. It can be considered as entering an existing market and is playing in the red ocean. The market for issue tracking software already exists, and Jira’s product simply offers a more flexible and accessible experience. The market they are fighting in is relatively competitive, and to win customers over, they bet on smaller teams that prefer an efficient, opinionated workflow to platforms with many more features and complex customization.
Linear is a system designed to support planning and product development. It entered a fairly established market but is considered a resegmented category because it targets a narrower customer segment. By providing a better, faster tool for users, it bets on the idea that its product can deliver an efficient, opinionated workflow that can outcompete competitors in the red ocean.
Productboard entered a new market by working in a new category that caters to PMs. They approach it differently, focusing on customer insights, prioritization, and roadmaping to help PMs. Their product doesn’t necessarily assist with the process of PMs’ work; instead, it helps decide what to build and create evidence to back up their decisions. Productboard essentially bet that PMs would need a tool for strategic decision-making and rely on customer feedback all in one place. They are one of the newest service in their category, which means they are operating in a blue one.
