Benefits of this strategy
1. Whole Product Leverage
- Must provide ‘ whole product’ to our first set of customers
- ‘ whole product’ - completely satisfies buying objectives in terms of product and service
2. Word of mouth is no.1 source of information
- facilitates moving into main market
3. Facilitates market leadership
- Whole products grow up around the market leader
- To be a market leader in Segment
- 50% or more of initial sales
- for a given segment- take expected sales for next two years - double it = size of market you intend to dominate.
- Key Assumption: all sales come from one market