This document discusses strategies for early adopters in a new business. It recommends making early adopters love the product through a feedback loop to refine it. Learn from mistakes but improve the product and monitor customer acquisition costs and lifetime value. Early adopters may be different than expected. Once strong references are built, target other customer segments gradually. The funnel must be defined and won over segment by segment before expanding to new groups.

1. Chasm
101& defining
your funnel

2. Early Adopters:
• Whoever your first set of customers are; Make them LOVE
you…they need to be referable
• Learn and start a feedback/development loop
• You CAN’T be everything to everyone, so don’t try and boil
the ocean
• Your early adopters may not be who you think they are…
That’s okay!
The World Exchange Plaza Toll Free: 1 866 964 6931 Providing enterprise level order fulfilment, real-time
1150-45 O’Connor Street Facsimile: 1 866 391 5954 provisioning and life-cycle management with custom
Ottawa, Ontario, K1P 1A4 Email: info@10Count.ca software solutions.
Canada Web: www.10Count.ca Rob: Rob@10count.ca | Matt: Matt@10count.ca

3. Learn/Develop/Repeat
• In early markets you can make mistakes but you need to
learn quick
• Product should be getting more and more refined
• LTV / CPA should be watched closely
• BEWARE of Time Thieves/ and Marketing BS
The World Exchange Plaza Toll Free: 1 866 964 6931 Providing enterprise level order fulfilment, real-time
1150-45 O’Connor Street Facsimile: 1 866 391 5954 provisioning and life-cycle management with custom
Ottawa, Ontario, K1P 1A4 Email: info@10Count.ca software solutions.
Canada Web: www.10Count.ca Rob: Rob@10count.ca | Matt: Matt@10count.ca

4. Examples:
• FFTC: Friends of Organizers and Participants who owned/
executives at businesses
• NN: Not undergraduates as suspected > graduate students.
Access centers, MA/PhD
• Assent: Aerospace
• 10Count: Telecom
The World Exchange Plaza Toll Free: 1 866 964 6931 Providing enterprise level order fulfilment, real-time
1150-45 O’Connor Street Facsimile: 1 866 391 5954 provisioning and life-cycle management with custom
Ottawa, Ontario, K1P 1A4 Email: info@10Count.ca software solutions.
Canada Web: www.10Count.ca Rob: Rob@10count.ca | Matt: Matt@10count.ca

5. Once you have strong references
from your early adopters you can go
for the masses segment by segment.
The World Exchange Plaza Toll Free: 1 866 964 6931 Providing enterprise level order fulfilment, real-time
1150-45 O’Connor Street Facsimile: 1 866 391 5954 provisioning and life-cycle management with custom
Ottawa, Ontario, K1P 1A4 Email: info@10Count.ca software solutions.
Canada Web: www.10Count.ca Rob: Rob@10count.ca | Matt: Matt@10count.ca

6. • You have to win over one segment
before you try and “cross” to the next
• Every business needs to go through
the process. Technology or Not.
• Defining Your Sales Funnel:
Assent Compliance Example
The World Exchange Plaza Toll Free: 1 866 964 6931 Providing enterprise level order fulfilment, real-time
1150-45 O’Connor Street Facsimile: 1 866 391 5954 provisioning and life-cycle management with custom
Ottawa, Ontario, K1P 1A4 Email: info@10Count.ca software solutions.
Canada Web: www.10Count.ca Rob: Rob@10count.ca | Matt: Matt@10count.ca