Market Niches

Moore’s model explaining how new technology products get adopted provides a useful framework for deciding which market niche to first attack and how to market. You must become the owner of your niche if you want to establish a reference point for sucess with the next set of customers on the lifecycle growth curve. This is Moore’s method for bridging the chasm between the early adopters and early majority, customer groups with different needs.

Owning a market niche requires that you pick a market that matches your size on a battleground you can win. In the end, it will require committing all resources on this target in order to win- focus can be powerful but it better be on the right target!

Classic marketing reading…

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Notes on Crossing the Chasm

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