Single Target Market – Who’s not your customer

B2B, Marketing, Marketing Stamina, Product Management, segmentation, single target market

I keep harping about the Single Target Market whenever you want to enter a new market. The Single Target Market helps you define your segmentation or niche very crisply, including the use case. Sometimes though its difficult to identify this easily because you believe your service is good for different people and you don’t want to miss any market.

When I am going no where with this discussion, I change track and ask the people, whom do you not want to do business with. So to use the analogy of the picture above you could start by eliminating the blue and orange soft toys.

So from a B2B perspective, we first identify which is the geography we would like to start with so that we immediately focus our energy on the most efficient geography, then we identify who would be the lousiest industries to work with – this could be because those industries don’t have the need or they don’t pay well or they haven’t reached the level of supporting infra for your product or service to work etc. This way we eliminate more than half of the universe that we could target.

So now we start moving forward. Out of the industries that we are left which are the top 2 in terms of spending in the area that we operate. You fish where the fish are, why make life difficult. With this you eliminate may be the remanning 30-40% of the market. What is left then is about 10-20 % of the market from where you started.

Now between these, which companies can you easily make an entry versus some extremely large companies where the hierarchies are so huge that you will never be able to make an entry. Then you would like to eliminate the companies who may not be able to afford what you have to offer.

So from the whole universe where you could market or sell your product or service you have now come down to less than 5% of the market that you started with.

From here it becomes a choice of selecting the kind of customer you want to do business with. Then you have to be relentless in your focus on these customers and have the marketing stamina for the next 2-3 years if you want to make any meaningful inroads.

This is a counter intuitive way to move forward but if we don’t narrow down our choices we will not be able to dominate the market.

Till next time then.

Carpe Diem!!!

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