1. What Influences Your Customers
Innovators Early
Adopters
Early
Majority
Late
Majority
Laggards
Less than 2% of buyers
14% of buyers
34% of buyers
34% of buyers
34% of buyers
Technology
Trigger
Peak of
Inflated
Trough of
Disillusionment
Slope of Enlightenment Plateau of Productivity
CommonFrameworks
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Early Market Mid Market Late Market
Innovators Early Adopters Early Majority Late Majority Laggards
• Startups
• Few products
• Little
competition
• High failure rate
• Lots of partners
• More products
• Many competitors enter the
market
• Large companies may acquire
small pioneering firms
• Marginal competitors
begin dropping out
of the market
• Many products
available
Consolidation
with a few
strong vendors
Down to best
of breed
Inception Growth Mature Decline
Trigger Inflated
Expectations
Disillusionment
CommonFrameworks
Market
Characteristics