Find the subset of the market who will go with you, and work your way up the market (down the riskiness scale) as you build reputation and market awareness. It

Find the subset of the market who will go with you, and work your way up the market (down the riskiness scale) as you build reputation and market awareness. It's tricky because simply being a startup is a brand negative as you try to sell to increasingly conservative customers. There's books about it. Here's one: https://www.amazon.co.uk/Crossing-Chasm-Marketing-Technology-Mainstream/dp/1841120634 https://www.amazon.co.uk/Crossing-Chasm-Marketing-Technology...