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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 />
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Penetrating the market

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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 />

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