Ready aim fire9/9/2023 ![]() ![]() It could be that they are geographically relevant, that they all use a certain technology stack the same way, or that they are all highly distributed businesses with many locations to manage. However, a market segment is any set of companies with a common set of characteristics or attributes that allow you to serve them as a cohesive homogenous market. Many people think of market segments in terms of industry segments. This failure mode often occurs due to poor target market identification, or incorrectly determining who the ideal, “sweet-spot” customer is. ![]() ![]() The other common failure mode is “Ready, Fire, Aim.” For example, the team prepares well enough for the task, starts executing against that plan, and then finds that it hasn’t aimed at all, or been has aimed at the wrong target, wasting precious resources and time. As with Part 1, the context and examples here in Part 2 focus on go-to-market and related functions, as things most often go wrong in startups (and sometimes big companies, too) during these execution phases. In Part 1, the focus was on perhaps the most common failure mode, “aim, fire, ready,” and some strategies to help you avoid that all too common pitfall. This is the 2 nd installment about startup planning and execution based on the concept of “Ready, Aim, Fire” - a time-tested, tried-and-true adage that applies as much to the subject at hand as to shooting a gun or a bow and arrow or playing golf. ![]()
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