target a market you can own

100% is not an acceptable market size Many a venture capitalist has withheld funding because the business owners have indicated that the market for a product or service is ‘everyone’. The fact is – ‘everyone’ is not a demographic. Mark Cuban, one of the better-known venture capitalists in the United States, suggests that he will […]

100% is not an acceptable market size Many a venture capitalist has withheld funding because the business owners have indicated that the market for a product or service is ‘everyone’. The fact is – ‘everyone’ is not a demographic.Mark Cuban, one of the better-known venture capitalists in the United States, suggests that he will only invest in a business that he believes is targeting the smallest possible market.The benefits of targeting the smallest possible market, include: An enhanced capacity to develop a genuinely market-focused product Lower cost of marketing and communication Increased ability to own the market Another Silicon Valley venture capitalist, Peter Theil, is obsessed with the concept of operating a business in an environment in which there is no competition – or a market that the brand can own to such an extent that your competition will always struggle. The smaller the market, the easier it is to…

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Five Tips For Reducing
The Cost Of Branding.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

Burning money on branding is more common than most marketers think. Because few businesses truly understand what a brand is and how branding works, advertising agencies, branding agencies and design studios have become expert at spending their client’s money without effective accountability.

1. Get out of the boardroom.

Perhaps the two most concerning issues about branding are the lack of understanding about what brand and branding are and the propensity to develop brands in the boardroom, perhaps with the help of a consultant.....

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