Strategizing for Market Penetration and Beyond
Strategically determining your approach at the start of a company or as a process to continue to evolve or innovate of starts with these questions.
While the strategies can be many, some common ways that organizations look at it are:
Niching down
If you are in a competitive industry, say Cybersecurity, an approach can be to narrow down, build additional specialization and own a corner of the market.
In this scenario, a cyber security company may Niche down to education and begin to develop solutions for teachers, parents and students that no other cybersecurity company can.
This tactic often helps remove or reduce competition by making the other competitors too generic.
Solution Stacking
Another smart approach, usually one that comes after building dominance in a niche is to create additional solutions within the dominated market.
Let's take our Education Cyber Security software company from above. Once they have gained traction in education offering cyber security, it becomes a smart strategy to expand to hardware or data & analytics.
This approach allows them to leverage their dominance and existing presence to quickly expand revenue.
Expanding Markets
Some companies who have a strong Niche, may also expand markets.
To continue with our Education Cyber Security, they may look at Government or Healthcare where those markets tend to have similar regulations and high compliance requirements.
The thing to be careful of is either biting off more than you can chew that hurts any current domination or not building strategies within niches that create true differentiation to dominate.