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Successful Acquisitions by David Braun

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Market Size and Segmentation

Market size (usually measured in dollars of revenue) is almost always a significant criterion because it provides the initial indication of growth opportunity. However, bigger is not necessarily better, and you may find greater success in a smaller, niche market. So the criterion of size needs to be considered in relation to other factors.

The question of market size leads us to consider market segmentation. As I have mentioned, you would do best to begin by researching and prioritizing broadly defined markets and then focus in on individual segments in the highest priority markets. In this way, your market research phase passes through multiple rounds as a broadly defined market becomes segmented and possibly subsegmented. ...

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