Breaking Out of the Echo Chamber - Identifying Early Adopters and Setting Sights on Mass Markets

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See notes and full post here: http://blog.heavybagmedia.com/2008/09/16/breaking-out-of-the-echo-chamber-identifying-early-adopters-and-setting-sights-on-mass-markets-presented-at-nextweb-ny-on-91508/

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Breaking Out of the Echo Chamber - Identifying Early Adopters and Setting Sights on Mass Markets

  1. 1. Breaking Out of the Echo Chamber Jackie Peters September 15, 2008 blog.heavybagmedia.com @jackiepeters
  2. 2. Is Your Market Up Here? Or Down There? PHOTO CREDIT: 4PIZON (http://flickr.com/photos/4pizon/)
  3. 3. Market(s/ing) Marketing consists of everything a company does to acquire customers and maintain relationships with them. It's about aligning a product with a market. PHOTO CREDIT: TINOU BAO (http://flickr.com/photos/tinou//)
  4. 4. Statistically Speaking: 90% Of The Startups Represented In This Room Will FAIL :-(
  5. 5. WHY? • There are several reasons why internet stratups fail • Inadequate funding • Lack of vision • Substandard technology • Poor marketing • Changes in market conditions • Drama
  6. 6. But Mostly... They simply aren’t making stuff that lots of people want or need
  7. 7. The Proliferation of Shiny New Toys (SNTs)
  8. 8. Breaking Out of the Echo Chamber vs. Crossing the Chasm
  9. 9. Breaking Out of the Echo Chamber vs. Crossing the Chasm
  10. 10. Breaking Out of the Echo Chamber vs. Crossing the Chasm • Who is your market? • Early adopters = teeny tiny • Is your market represented there? • Who are you developing for? • How can you leverage killer technology without being disruptive?
  11. 11. Why Are You Focusing on These People?
  12. 12. If These People Are Going to Make Your Company Successful
  13. 13. Is this group 13% of your total market?
  14. 14. Early Adopters In The Feedback Loop
  15. 15. Early Adopters In The Feedback Loop Can Actually Widen The Chasm
  16. 16. Are You Really a Technology Company? Chances are that you are a consumer product that’s built on technology
  17. 17. Who Are YOUR Early Adopters? • Opinion leader • Trendsetter • Naturally curious • Enjoys experimentation • Risk taker
  18. 18. Focus on Your Market and Bridge the Chasm
  19. 19. Breaking Out of the Echo Chamber Jackie Peters September 15, 2008 blog.heavybagmedia.com @jackiepeters

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