Sales

What is product positioning in marketing? What role does product positioning play in customers’ buying decisions? “Positioning” refers to where potential customers place your product on the market landscape, or how they view it in relation to the competition. According to Geoffrey Moore, the author of Crossing the Chasm, positioning is the most significant factor in a customer’s decision to buy your product. Here are five steps to position your product for success.

What exactly is a “whole product”? Why is it important that you deliver the whole product to your customers? When you make a sale, you’re typically only obligated to deliver the core product. However, while innovators and early adopters are usually willing to take ownership of assembling the whole product for themselves, the early majority are not. If you fail to supply the whole product (a complete solution without native or third-party add-ons), you are risking losing those customers. In this article, we’ll take a look at two whole product models: Theodore Levitt’s Whole Product Model and Geoffrey Moore’s Simplified

What is the difference between innovators and early adopters? What are their motivations for trying out new, experimental technology? Innovators and early adopters represent the two early-market categories of customers in the Technology Adoption Life Cycle (TALC). Innovators are technology enthusiasts: they are the first to try out new technologies for its own sake. Unlike the innovators, early adopters are not interested in new technology for its own sake, but rather in the new advantages it may afford. We’ll take a look at the key characteristics of both groups below.

How do you choose an appropriate niche for your product/service? Why is it especially difficult to choose a niche for a startup? For a startup, choosing an appropriate niche in the market is especially challenging because you can’t survey your customers or gather data on them—you don’t have any customers yet. This makes it difficult to make a decision that will determine the fate of your company because you don’t have enough data to substantiate your choice analytically. In this article, we will discuss how you can select an appropriate startup niche.

Have you ever wondered why so many high-tech products seem to make a sensational entrance, but then disappear before they’re refined enough to become practical? What is the reason why most new, high-tech products never reach the stage of maturity? Adoption of new technology by the mainstream market doesn’t happen overnight. Further, most tech products will never see mainstream success. Marketing consultant Geoffrey Moore has an explanation for this: once the product is adopted by the early market of tech-savvy users, the sales stagnate as the mainstream market customers are not as keen on jumping on the new technology. Moore