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It sounds easy enough: let’s sell our existing product to a new market segment. I mean, Segment A loves us, why wouldn’t Segment B? We’ll increase our revenue and won’t need any new development work.
Unfortunately, it’s not that easy. And the path to finding and exploring new market segments is paved with pitfalls and distractions.
In this webinar, John Milburn, Pragmatic Institute instructor, and Mike Smart, founder of Egress Solutions, will take you through the process of identifying and defining potential market segments. In this action packed hour, filled with real-life examples and best practices, John and Mike will cover how to:
- Define markets and identify the segments within them
- Use data to realistically size various markets and measure risk/reward
- Identify the most profitable segments while avoiding “red herrings”
- Protect your existing revenue and installed base while expanding to new markets