To conquer a new market, prefer the knife to the fork!

Your company is setting out to conquer a new B2B market with an innovative offering. Your strategy should be to acquire a significant position as soon as possible in a selected use case, a carefully defined “vertical” that may be geographically extended.

It’s like cutting a slice of cheese with a knife: the sharper the knife, the better it will penetrate the cheese. Attacking several markets at the same time is like slicing cheese with a fork: you have to go over it several times, and the result doesn’t look pretty…
Your company has limited resources, and time flies. Entering a highly targeted market allows you to learn quickly about the field, achieve a scale effect, consolidate your know-how and gain recognition. Going through a door that seemed small at first glance will then open much bigger doors.

You’ll avoid spreading yourself too thinly over several targets. But to succeed, you’ll need to build a multi-stage growth roadmap, get your team into “learning together” mode, and sort out what you’re going to capitalise on and what you’ve yet to acquire.

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