Executive Summary
Kraa is a minimalist, web-based markdown editor built around one core behavior: sharing writing by link. Rather than positioning itself as a full workspace or knowledge base, Kraa focuses on the moment when writing needs to leave the author’s hands and enter the world.
Its differentiator is not formatting power or feature breadth, but shareability. A Kraa document can be read, edited, or discussed in real time — all inside the page — turning static writing into a lightweight live room.
Explore the product at kraa.io.
Ideal Customer
Primary ICP: Indie founders, developers, writers, and small teams who frequently share drafts, specs, changelogs, or long-form notes and want a clean, low-friction way to publish and collaborate without workspace overhead.
Secondary ICP: Communities and creators who want a single page that combines content and conversation — without forcing readers into accounts or complex tooling.
Shared traits:
- They share work-in-progress frequently
- They value speed and clarity over dashboards
- They want links that “just work” on desktop and mobile
- They are tired of heavy tools for lightweight needs
BELT Framework
BELT is a customer behavior model used to explain why people buy.
- Behavior: Writing happens in one tool, feedback in another, and publishing in a third — creating friction, delays, and lost context.
- Enduring: The need to share writing clearly and quickly is permanent and scales with output.
- Lock-ins: Shared links become canonical references embedded in chats, emails, docs, and tickets.
- Transient: A growing rejection of bloated workspaces in favor of lighter, purpose-built tools.
Messaging Evaluation (Rewrite Recommended)
The current positioning — “Writing app for everything” — is broad and undersells the product’s strongest behavior-level advantage.
It risks sounding interchangeable with generic editors, when the real value lies in what happens after writing.
Recommended positioning direction:
A share-first writing space that turns any page into a live room.
Why This Messaging Works
This framing succeeds because it mirrors how people already behave. Users do not look for “a better editor” — they look for a faster way to share something clean and keep the conversation close to the content.
By centering the product around links, collaboration, and discussion, Kraa shifts the comparison set away from Notion and Google Docs and toward a new mental model: writing as a shareable surface, not a workspace.
Differentiation
- Delight: A distraction-free editor paired with instant sharing and optional real-time chat.
- Hard to Copy: The combined experience of document + publication + live conversation in a single page.
- Positioning Wedge: From “markdown editor” to “share-first writing room.”
- Ease of Adoption: No setup, no structure decisions, just write and share.
Strategy and Growth Loop
Strategy: Own the moment when writing needs to be shared. Make Kraa the default link people send for drafts, notes, specs, and long-form thinking.
North Star Metric: Shared documents with repeat opens, edits, or chat activity.
Growth Loop:
- User writes a page
- User shares a Kraa link
- Readers open instantly and engage
- Conversation or edits happen inside the page
- The page becomes a reference point
- More writing is shared via Kraa
Final Recommendations
- Replace “for everything” with a share-first narrative
- Lead with link-sharing and in-page discussion as core features
- Show concrete use cases: specs, changelogs, essays, community pages
- Clarify pricing and export paths to reduce adoption anxiety
- Embrace calm, minimal positioning as a brand asset