“they built a product that did very accurate gate tracking for riders... they used that one tool as a way to basically aggregate all of these equestrians in the world and then went deeper into their workflow... a safety tracking feature where basically when you turn that on if there's impact someone that you select is notified”

Wedge Deep Before Expanding — Equilab Went From Gait Tracking to Safety Alerts to Community

Start with one precise problem, get people to depend on it, then deepen into adjacent pain points within the same workflow — not copy what competitors do in other categories. Equilab's gait tracking gave them the equestrian audience; safety alerts made the app part of relationships; community tied users to a specific barn. Each step made the product stickier without changing the target user.