Earlier this month, 37Signals announced that the company would henceforth take the name of it’s most successful product, Basecamp. The company will either:
- Spin off its other product lines
- Sell the product lines outright
- Indefinitely support current customers
While Forbes calls the move ballsy, I think Basecamp’s decision to narrow its focus is a solid strategy. CEO Jason Fried wants to deliver an exceptional product and keep the company small. Focus will enable the company to make the product much more robust, which will make its 15 million (and climbing) users very happy.
As a long-time Basecamp user, I relish the idea of deeper functionality. One of the other things I like about the new and improved company: fast customer support. This week, I opted to ask a support question via Twitter. The answer came in less than 3 minutes.
Go figure. A company with 43 people offers lightning fast responses using social media. Having their ear to the ground gives Basecamp a leg up in a fast-paced, SaaS environment. Even better, they offer the best example of how to use social media to connect with clients that I’ve seen in a long time.