Learn more about business with this collection
Conducting market research
Analyzing data to make informed decisions
Developing a product roadmap
The Whole Product Concept identifies four different perceptions of product:
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MORE IDEAS ON THIS
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There are two cracks in the traditional bell curve. Firstly, a chasm between “early adopters” and the “early majority”. The market approach that works for early adopters might not work for more mainstream users of the product or vice versa.
Secondly, there is a chasm between the early and ...
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To enter the mainstream market is an act of aggression. The companies who have already established relationships with your target customer will resent your intrusion and do everything they can to shut you out. The customers themselves will be suspicious of you as a new and untried player in their...
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Mainstream markets in high tech look a lot like mainstream markets in any other industry, particularly those that sell business to business. They are dominated by the early majority, who in high tech are best understood as pragmatists, who, in turn, tend to be accepted as leaders by the late majo...
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One of the keys in breaking into a new market is to establish a strong word-of-mouth reputation among buyers. Now, for word of mouth to develop in any particular marketplace, there must be a critical mass of informed individuals who meet from time to time and, in exchanging views, reinforce the p...
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The point of greatest peril in the development of a high-tech market lies in making the transition from an early market dominated by a few visionary customers to a mainstream market dominated by a large block of customers who are predominantly pragmatists in orientation.
The gap between th...
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Make a total commitment to the niche, and then do your best to meet everyone else’s needs with whatever resources you have left over.
In short: Winning the beachhead, knocking over the head pin, creates a dynamic of follow-on adoption, opening up new market opportunities, in part from lever...
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The Tech Entrepreneurs Product Positioning and marketing Guide
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