Marketing Concept

Startups should start with a very small market because it's easier to dominate than a large one. Once you dominate it, scale up and move into adjacent broader markets.

The perfect target market for a startup is a small group of particular people that are served by f...

• Cost-plus pricing: You make the product, add a fixed percentage on top of the costs, and sell it for the total.
• Competitive pricing: It refers to using competitors’ pricing data as a benchmark and consciously pricing your products below theirs.

JOBS-TO-BE-DONE is a perspective — a lens through which you can observe markets, customers, needs, competitors, and customer segments differently, and by doing so, make innovation far more predictable and profitable.

• Markets aren’t defined around products, but groups of people trying t...