【Guy】So picture this: You've just made Aliyah to Israel, you're dealing with sky-high electricity bills, everything's in Hebrew, and you're trying to figure out what the heck a "dud" is while your air conditioning is running up a fortune. Sound familiar to anyone? 【Ira】Oh wow, that's... that's like the perfect storm of stress, right? New country, new language, and suddenly your utility bills are eating your savings alive. 【Guy】Exactly! And this is where our story begins. A startup called Bait Jajam - which literally means "smart house" in Hebrew - had this wild idea: What if we could make any home smart in just one day? But here's the thing, Ira - they're not just another tech company trying to sell gadgets. 【Ira】Wait, one day? That sounds almost too good to be true. How do you even validate something like that? 【Guy】Well, that's exactly what the team at Atypica.AI set out to figure out. They dove deep into the Israeli smart home market to understand who really needs this service and why. And what they discovered? It's not about the technology at all. 【Ira】Hmm, not about technology? In a smart home business? 【Guy】Here's the twist - they found that the Israeli market is worth about 450 million dollars, growing at 15% annually. Everyone's talking about SwitchBee, Shelly, all these tech companies. But when Atypica interviewed real people - new immigrants, religious families, tech enthusiasts - they realized something crucial. 【Ira】What did they find? 【Guy】Take Daniel, a new immigrant they interviewed. He's not thinking "I want the latest IoT devices." He's thinking "My electricity bill in Tel Aviv is killing me, I can't understand the Hebrew instructions, and I just want someone trustworthy to help me save money." 【Ira】Ah, so it's really about solving a human problem, not selling technology. 【Guy】Exactly! And for Chaya, an observant Jewish mother, it wasn't about having a cool smart home. It was about the stress of managing multiple Shabbat timers every week, worrying if they'll work properly, and needing rabbinical approval for any automated system. 【Ira】That's fascinating - so different people, completely different pain points, but they're all looking at the same market. 【Guy】Right, and this is where Atypica's research got really strategic. They used something called the STP framework - Segmentation, Targeting, Positioning. Instead of trying to be everything to everyone, they helped Bait Jajam identify exactly who to focus on first. 【Ira】Smart. So who won? 【Guy】The new immigrants - the "Oleh" segment. And here's why this decision was brilliant: These are people dealing with an overwhelming transition, high utility costs, and language barriers. Bait Jajam's promise of "we'll make your house smart in one day, in your language, with transparent pricing" hits every single pain point. 【Ira】That's like... it's almost surgical in how targeted that is. 【Guy】And get this - while competitors like SwitchBee are selling platforms and Shelly is selling DIY devices, Bait Jajam is selling something completely different: peace of mind. They're saying "You've got enough to worry about in your new country - let us handle your home." 【Ira】So how do they actually make money? What are they selling exactly? 【Guy】Three packages: Basic for 1,800 to 2,500 shekels - focuses on cutting electricity bills with smart AC and water heater control. Pro adds security cameras and smart lighting for 3,500 to 4,800 shekels. Premium gives you the full smart home experience with automated blinds for 6,000 to 8,500 shekels. 【Ira】Those prices seem... reasonable? I mean, for a complete installation? 【Guy】That's the beauty of their positioning. They're not competing on being the cheapest or the most high-tech. They're competing on being the most stress-free. And for someone like Daniel, saving 30% on his electricity bill while having everything installed professionally in his native language? That's worth every shekel. 【Ira】This is really smart positioning. But I'm curious - how do you even reach these new immigrants? 【Guy】Atypica mapped out the exact digital journey. These folks live in Facebook groups like "Secret Tel Aviv" and "Olim in Tel Aviv." They Google things like "English speaking electrician Tel Aviv" and "save electricity bill Israel." They communicate primarily through WhatsApp. The marketing strategy writes itself once you understand the customer this deeply. 【Ira】And I'm guessing the competition isn't really focusing on this segment? 【Guy】Bingo! SwitchBee is going after everyone with generic marketing. Shelly expects you to install everything yourself. The B2B companies like Bsmart are focused on big construction projects. Nobody is saying "Hey new immigrant, we speak your language and we understand your specific problems." 【Ira】So what's next for Bait Jajam? 【Guy】The plan is beautifully simple: validate with 20 clients from this Oleh segment, get testimonials, prove the model works. Then expand to religious families - but only after getting proper rabbinical approval for Shabbat mode. Each segment gets conquered methodically, with laser focus. 【Ira】It's like they're building a empire one very specific customer at a time. 【Guy】And that's exactly what makes this research so valuable. In a world where everyone's trying to boil the ocean, Atypica showed Bait Jajam how to start with a single, perfect drop of water. Sometimes the smartest strategy isn't being the biggest or the fastest - it's being exactly what one group of people desperately needs. 【Ira】I love that. Thanks for listening, everyone. Sometimes the best business insights come from just... really listening to people's real problems. 【Guy】Exactly. Until next time!