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← 06-25 Resegmented_Market_Extended

06-25 Resegmented_Market_Extended

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Showing Revision 2 created 09/30/2015 by Udacity Robot.

  1. Now the other thing is that in a resegmented market and again we use Southwest
  2. as a low-cost entry or whole foods as a unique niche supplier via positioning
  3. and what you really want to start asking is what factors can you eliminate that your industry
  4. has long competed on or what can you reduce below the industry standard
  5. or raise above the industry standard or what can be created that the industry has never offered?
  6. Now what's interesting is if you look at the chasm between your early adopters,
  7. your early evangelists and the mainstream market in a resegmented market
  8. this is what Moore was kind of talking about called the chasm.
  9. There really is a gap between what these people want and a gap between their needs.
  10. And if you're not careful your sales curve well it would start looking like this over here
  11. and actually might collapse until the mainstream adopts.
  12. So let's take a look at what a sales curve might look like in a resegmented market.
  13. And it's a complex sales growth chart because in the first couple of years
  14. you're just kind of getting the spillover of people who kind of think you're just
  15. a competitor in the existing market and your sales will kind of toddle along until if you're correct
  16. and you were right about that niche or low-cost segmentation
  17. you will start seeing an exponential increase in sales.
  18. And if you're wrong, well you'll just kind of be one of the many competitors
  19. in an existing market.