Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Penetrating the Market<br />Francine Hardaway<br />Growth Venture<br />March 2011<br />
Are You Ready?<br />Can you handle more business?<br />Does more business mean more income?<br />How big is your market/tr...
Adoption Curves<br />Geoffrey Moore, “Crossing the Chasm” applies to all new products<br />Markets begin with low-hanging ...
If You Are in Business<br />You have the early adopters<br />Do you have the “masses” insofar as you can get them?<br />Ho...
Reaching the Masses<br />Is never easy<br />Can be costly<br />Can be impossible<br />Are you a niche<br />Who are you com...
Tools Not to Use<br />Yellow Pages and Directories<br />Merchant Circle (has just been demoted by Google)<br />Most advert...
Things That Can Help<br />Blogs, if you do it 3x a week and your content is good and you stick with it<br />Changing the c...
Word of Mouth<br />
Upcoming SlideShare
Loading in …5
×

Penetrating the market

570 views

Published on

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

Penetrating the market

  1. 1. Penetrating the Market<br />Francine Hardaway<br />Growth Venture<br />March 2011<br />
  2. 2. Are You Ready?<br />Can you handle more business?<br />Does more business mean more income?<br />How big is your market/trade area?<br />How much time/resources do you have?<br />
  3. 3. Adoption Curves<br />Geoffrey Moore, “Crossing the Chasm” applies to all new products<br />Markets begin with low-hanging fruit: early adopters, beta testers, adventurers, “I’ll try anything once<br />Big gap: chasm to the mass market<br />Small gap: late adopters (sheep who follow the fold)<br />
  4. 4. If You Are in Business<br />You have the early adopters<br />Do you have the “masses” insofar as you can get them?<br />How necessary is your product to everybody<br />
  5. 5. Reaching the Masses<br />Is never easy<br />Can be costly<br />Can be impossible<br />Are you a niche<br />Who are you competing with?<br />What are your advantages over what they are using now (which could be NOTHING. People are often satisfied with NOTHING)<br />
  6. 6. Tools Not to Use<br />Yellow Pages and Directories<br />Merchant Circle (has just been demoted by Google)<br />Most advertising (small businesses don’t have enough spend to make a dent)<br />Most PR (Chances are you have no story)<br />Blogs, unless you love to write<br />
  7. 7. Things That Can Help<br />Blogs, if you do it 3x a week and your content is good and you stick with it<br />Changing the content on your site often<br />Making sure you know what a <br />keyword is <br />Optimizing your site for keywords <br />and good content<br />Social media<br />Promotions<br />
  8. 8. Word of Mouth<br />

×