I disagree -- their value proposition on their BasecampHQ homepage says "the leading web-based project collaboration tool". That sounds like it should be pretty generic, and applicable to many different use cases, and definitely to the small web development startup, right?

Coke says it's the leading soft drink. I don't really think it's their issue if you happen to like Pepsi better.

The fact that 55% (or whatever) of the market is using the tool, but you aren't part of that 55% makes the claim accurate and the tool not right for you at the same time.

like daveschappell says below, the problem (or one problem) is that their products don't match their marketing. Maybe Basecamp is really good for a specific niche, and maybe everyone knows that, but that's not how 37s positions it on their website.

No, but I think they focused on solving their own problems (and building the perfect product for them). As they've made Basecamp on of their public products, though, there are product changes they could make so that it fits everyones use cases. Or they can keep it the way it is, and only companies that work exactly like them can benefit.

I'm not even saying they should change them, but for me, there are a few feature changes that would make it way easier for me to use (and therefore a rapid fan and repeat customer).

I think having you be a rabid fan would actually hurt them. Don't take that personally; having our consulting practice be a rabid fan of Basecamp would be equally painful for them.

But if you want to plan a conference booth with a graphic designer, a professional marcom event planning, and some company principals, I can vouch for the fact that Basecamp is awesome.