We work with a lot of technology start-ups. Pretty often these start-ups are looking at launching a new product into a new market – one in which they don’t have previous experience of selling their technology. Sometimes it is not obvious which market to go for first, particularly if the product can potentially be used in a number of sectors.
So, we usually have these questions to answer:
- Why can’t I market the product to all potential buyers?
- Which market should I choose first?
- How do I promote my product in that market?
In this post we look at why you should pick a first target sector, how you pick that sector, and then how you can promote your product. We’ll be using some ideas from the technology marketing classic “Crossing the Chasm” and combining them with digital marketing tools to quickly identify the sectors with the best fit.