In this highly competitive business world you and your competitors will be fighting for every last percentage of the market you desire.
If you are a startup, don’t count on your competitors giving up any part of their market segments for free. Capturing any markets attention will not be cheap. But there is a way to save money and steal massive market share.
Lets imagine for a second that your new company is a small tree, only starting to grow. It is very windy where your tree is planted and the soil you stand on is extremely tough on the surface, yet a little softer deeper down. In order to survive, you must not let nature blow you away.
You have two options to choose from. In the first you can choose to grow your roots widely, and push extremely hard in multiple surface locations while you are not as strong, and then start digging deep. Or for your second option you can choose to dig deep down and focus all the energy you can muster in one precise location. Once you get through all the rough soil, you can start spreading your roots where it is softer.
We can conclude that the second option is much better for the life of your tree. Your energy expensed will be exponentially less, and your tree will have a solid foundation. Whereas in the first option, by spreading the roots widely right away, if the energy expensed does not happen to kill you, you will have very little left to dig deeper into your chosen areas.
But what is strange is that even though we know the best and most efficient option, most startups choose to spread their roots wide right away. No wonder so many startups fail!
A strategy that is cost efficient and uses the least energy is to blitzkrieg a niche point within your target market. By doing so, your market will not only buy your product or services because they constantly keep seeing you, but when they do buy it, they will tell their peers or partners. The most powerful marketing strategy, which also happens to be free, is word of mouth marketing. Friends will trust eachother exponentially more than a tv ad, a poster, or a free sample.
Thats why you should make it your duty to attack a single point in your desired market, and once they start talking about you, your trees roots will grow so quicky within the soft soil deep underground into new market segments, and maybe one day into the mainstream market place.
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