As a Shopify app developer, you’re likely no stranger to the excitement of building new features and solving problems for merchants. But here’s the hard truth: overbuilding before understanding your ideal customer profile (ICP) and positioning strategy is one of the biggest mistakes early and mid-stage Shopify app companies make.  

Why? Because it’s far easier to build features you think merchants want than to actually talk to them, understand their pain points, and position your app effectively in their minds.  

In this post, we’ll explore why overbuilding happens, how to avoid it, and four simple questions to help you craft an initial positioning strategy. Plus, we’ll introduce you to a tool that can help you gain the insights you need to find your product-market fit.

Why overbuilding happens  

Building features feels productive. It’s tangible, measurable, and gives you a sense of progress. On the other hand, talking to merchants, defining your ICP, and refining your positioning can feel abstract and time-consuming.  

But here’s the reality: without clarity on who your app is for and how it fits into the market, you risk building features that don’t resonate with your target audience. This can lead to wasted resources, missed opportunities, and a product that struggles to stand out in a crowded app store.  

4 Questions to define your initial positioning strategy

To avoid overbuilding and ensure your app resonates with merchants, start by answering these four questions:  

 1. What is your product?  

Define your app by its product category or use case. For example:  

- Category: “[App Name] – The Bundle Builder for Shopify.”  

- Use Case: “[App Name] helps you build custom and automated workflows without a developer.”  

If your app falls into a new or undefined category, focus on the specific problem it solves.  

 2. Who is it for?  

Identify your target audience. Be as specific as possible. For example:  

- “Customer support leads at CPG brands.”  

- “E-commerce managers at mid-market DTC brands.”  

The more precise you are, the easier it will be to tailor your messaging and features to their needs.  

 3. What does your product aim to replace for the merchant?  

Are you replacing another app, a manual process, or a combination of tools? For example:  

- If you’re in a defined category, you’re likely replacing another app.  

- If your category is new, you’re probably replacing a manual workflow or a patchwork of tools.  

Understanding this will help you position your app as a better alternative.  

 4. Why is it better than competing solutions?  

Be honest. What makes your app stand out? Is it faster, easier to use, more affordable, or more customizable? For example:  

- “Our app is the only bundle builder that integrates seamlessly with Shopify Flow.”  

- “We’ve reduced the time it takes to set up workflows by 50% compared to competitors.”  

This will become the foundation of your value proposition.

Compare your answers to your current messaging  

Once you’ve answered these questions, compare them to your app’s current messaging. Does your app listing and homepage reflect your positioning strategy? If not, it’s time to refine your messaging to ensure it resonates with your target audience. 

How to gain clarity on your ICP and positioning  

The key to avoiding overbuilding and refining your positioning is talking to real Shopify merchants. But finding the right participants, scheduling interviews, and compensating them can be a hassle.  

That’s where [AppStoreResearch.com](https://AppStoreResearch.com) comes in.  

With AppStoreResearch.com, you can:  

- Book 1:1 research interviews with real Shopify merchants.  

- Gain key insights to help you find your product-market fit.  

- Target participants by role, industry, and apps they use.  

- Recruit, schedule, and pay research participants—all in one place.  

Ready to get started? [Create a project today](https://AppStoreResearch.com) and take the first step toward building an app that truly resonates with your target audience.  

By answering these four questions and leveraging tools like AppStoreResearch.com, you can avoid the trap of overbuilding and create a Shopify app that truly meets the needs of your target audience. Ready to get started? [Create a project today](https://AppStoreResearch.com) and take the first step toward building an app that stands out in the Shopify App Store.