Following up on @kupuluri's note, focus heavily on a very simple very clear tutorial/walkthrough. If you can't make the tutorial simple, keep iterating on the p

Following up on @kupuluri's note, focus heavily on a very simple very clear tutorial/walkthrough. If you can't make the tutorial simple, keep iterating on the product until you can. Okta and Auth0 and Cognito are big established competitors but their products are complicated. If you've never done auth before it's not easy to figure out which of the many approaches and examples those services offer is the right one to use, and it's a big job to puzzle through and get them to work. Handle the 80% case incredibly well with an incredibly simple tutorial. Leave everything that won't fit into the incredibly simple tutorial for later.