CANVA Case Study: How They Disrupted the Adobe Monopoly
Canva is a graphic design platform that was founded in 2012 by Melanie Perkins, Cliff Obrecht, and Cameron Adams. It was initially created as a tool for creating designs for social media but has since expanded to become a full-featured graphic design platform. Canva's user base has grown rapidly, with over 100 million monthly active users in 2022 and annual revenue exceeding one billion dollars with more than half a million paid users. More than 80 designs are created on Canva every second.
However, the question remains, how did a young startup like Canva compete in such a complicated industry where giants like Adobe have a near monopoly? The answer lies in understanding their target market and building a product that caters to their specific needs. While Adobe targets creatives who want all the features under the sun, Canva targets people who just want to get a design done but are not designers. This means that things such as templates became more important than having 100 filters. By understanding its customers and building a product that caters to their specific needs, Canva was able to disrupt the industry and compete with larger players.
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