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A small business can use the strategies outlined in "Crossing the Chasm" by first identifying their target market segment within the mainstream market. This could be either pragmatists or conservatives, as described in the book. For pragmatists, the business should focus on providing complete solutions rather than standalone products. This means offering a product or service that solves a specific problem for the customer, along with any necessary support or additional services. For conservatives, the business should aim to provide preassembled packages at discounts, selling through low-overhead distribution channels. The key is to understand the customer's needs and preferences and tailor the offering accordingly.
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Conservatives are not comfortable with high tech and invest only when the product has become an established standard. They don't have high aspirations and usually buy preassembled packages at discounts. Marketing to conservatives requires selling complete solution packages through a low-overhead distribution channel. The pragmatists and conservatives constitute the mainstream market.
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How can the most cutting-edge start-ups fail? Start-ups fall to their death in the deep chasm that separates early tech adopters and the pragmatic mai...
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