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Basecamp Breeze is targeting people like my mom, who would want to setup an email "club" for her church prayer group.

Pretty positive she'd have no idea what to do after reading "simple team management for coaches" — even if you offer the exact same functionality as Breeze.

(product messaging > feature lists)

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True, and I didn't mean to suggest that people should just use my application instead of this. I guess I was just pointing out that this to me is a simple feature (one that I think I added in less than a days time to our app) and they've turned it into a full-fledged product that they are charging for. As the commenter above stated, I guess once you have the rep of a 37signals you can charge for this sort of thing.

As an example of this kind of very specific use case targeting: http://basecamp.com/breeze/bookclub

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