1. Penetrating the Market Francine Hardaway Growth Venture March 2011

2. Are You Ready? Can you handle more business? Does more business mean more income? How big is your market/trade area? How much time/resources do you have?

3. Adoption Curves Geoffrey Moore, “Crossing the Chasm” applies to all new products Markets begin with low-hanging fruit: early adopters, beta testers, adventurers, “I’ll try anything once Big gap: chasm to the mass market Small gap: late adopters (sheep who follow the fold)

4. If You Are in Business You have the early adopters Do you have the “masses” insofar as you can get them? How necessary is your product to everybody

5. Reaching the Masses Is never easy Can be costly Can be impossible Are you a niche Who are you competing with? What are your advantages over what they are using now (which could be NOTHING. People are often satisfied with NOTHING)

6. Tools Not to Use Yellow Pages and Directories Merchant Circle (has just been demoted by Google) Most advertising (small businesses don’t have enough spend to make a dent) Most PR (Chances are you have no story) Blogs, unless you love to write

7. Things That Can Help Blogs, if you do it 3x a week and your content is good and you stick with it Changing the content on your site often Making sure you know what a keyword is Optimizing your site for keywords and good content Social media Promotions

8. Word of Mouth