If that’s true, we should all invest in SquarEat ASAP!
I kid, but convenience obviously isn’t the only reason people go out to eat.
I find the Value Proposition Canvas a simple and effective model for thinking about people’s needs and the things they buy:
Both “eating” and “socializing” are the things the customer is trying to accomplish. “Cooking” is a pain for the customer, while “good food” and “hanging out with friends” are the gains rooted in those tasks.
The digital-social-hobby communities we’ve seen can also be examined through this lens. In MacStories’s case, folks are certainly trying to learn more about their devices, but if you’re buying into the new membership, the real opportunity is to find other people to share their learning with/to learn from. Paying for the convenience of not having to learn everything about the tools on your own is really just a cover story akin to avoiding having to cook. The real goal at the centre of this business model is helping people find others to talk to about their interests.