Segment Sense
Ten out of ten start-ups don’t segment their markets well or at all. Oddly, a number of temporarily successful companies don’t either. Segmenting is one of the essential marketing strategy disciplines and yet the least practiced. Many start-ups skip it thinking that they intuitively know their market segments or, worse yet, that they will try-and-pivot their way to success. Of the companies that at least take a stab at segmenting, they often do a poor job. One of our earliest clients – a post-IPO success story facing an industry shake-out and forced pivot – confided they had chosen an industry verticals segmentation plan because “It’s as good as any other.” Such lackluster segmentation sentiment is dangerous because segmentation is the foundation for your go-to-market strategy, and the one that accelerates early revenue while solidifying a survivable niche from whence to grow. Failure to segment is tantamount to failure. Let us … Continue reading →