Chapter 26. Strategy to Penetrate Market


No wind favors him who has no destined port.

 --Michel de Montaigne


Your market penetration strategy gauges the strength of your ability to successfully launch the business. The market for a new product is best viewed as hostile territory into which you must penetrate. There is not likely to be much if anything friendly about the launch. Is there a weak spot in the market that this product can attack? Is there a place where the ball can fall into fair territory? Is there a way to reach a substantial portion of your critical, irreversible market mass on day one?

Relevance—Why Add This Element?

This element evaluates how you propose to enter the market. It inquires about your level of clever, heads-up ...

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