Remove First-Mover Remove Pricing Remove Segmentation Remove SWOT

Getting back to marketing basics


The start-up founders are so intent on getting their product to the market and making their first sale that they often fail to understand the difference between sales and marketing or the distinction between a niche marketing strategy and one that is more inclusive. When in doubt, it is prudent to conduct either informal or formal market research among one’s key target segments. Price, Place and Product/service round out the 4 “P’s” of marketing.

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Competitive Advantage in a Commoditized Industry


In fact, I found a dozen companies in just the first two pages of search results that did exactly this, even though this is heralded as a prime example of a meaningless mission statement. What is something that better delivers more value to customers, or comparable value for a better price?

Competitive Strategy for Professional Services

Hinge Marketing

In other words you can pursue a cost advantage in a narrow (niche) market segment or a broad market. For example, you might have a business model that allows you to charge a fixed price when all your competitors bill by the hour. In either case, the specific service level must be valued by a significant segment of your target audience if it is to provide an advantage. . This is a proven way to build competitive advantage to a segment of the market.