Our 3 Biggest Product FAILURES

Published on April 23, 2025
Duration: 10:35

This video from TA Targets discusses three major product development regrets. The first regret involves discontinuing the popular 20-inch round base, which was a signature product, in favor of a breakdown base that was cheaper but didn't meet all customer needs. The second regret centers on phasing out AR500 steel targets to focus on AR550, which alienated a budget-conscious customer segment, leading to the later reintroduction of the Genesis line (AR500). The third regret highlights the initial pairing of premium Exodus line targets with a more budget-friendly base, which was later rectified by offering the Genesis base with the Exodus targets to lower the entry price.

Quick Summary

TA Targets' major product regrets include discontinuing their iconic 20-inch round base and phasing out AR500 steel targets, which alienated budget-conscious customers. They later reintroduced AR500 with the Genesis line and combined budget bases with premium targets to improve accessibility.

Chapters

  1. 00:00Introduction to Product Regrets
  2. 01:09Regret 1: Discontinuing the 20-Inch Round Base
  3. 03:25Regret 2: Phasing Out AR500 Steel Systems
  4. 04:49Introducing the Genesis Line
  5. 05:39Regret 3: Premium Line with Budget Base
  6. 06:27Genesis Base with Exodus Line
  7. 07:52Bonus Regret: Chasing Non-Viable Products
  8. 08:48Bonus Regret: The Arachnid Base
  9. 09:20Business Lessons and Company Mission

Frequently Asked Questions

What was TA Targets' first major product regret?

TA Targets' first major product regret was discontinuing their popular 20-inch round base. This base was a signature product that customers identified with, and its removal in favor of a breakdown base led to significant customer dissatisfaction.

Why did TA Targets regret phasing out AR500 steel systems?

TA Targets regretted phasing out their AR500 steel systems because it alienated a large segment of their customer base that preferred the more budget-friendly AR500 material. The company later reintroduced AR500 with the Genesis line to address this.

How did TA Targets address the issue of their premium targets being too expensive?

TA Targets addressed the high cost of their premium targets by launching the Genesis line, which uses AR500 steel and is more budget-oriented. They also combined the Genesis base with their premium Exodus line targets to significantly lower the overall system price.

What is the difference between AR500 and AR550 steel for targets?

AR550 steel is generally considered a higher-performance material for targets, offering increased durability and longevity. However, AR500 steel, when used properly, still provides a safe, high-quality, and durable steel target system at a lower cost of entry.

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