4 ms·

Thanks! Well, I've read this book multiple times. It doesn't answer my question (unfortunately), plus, most of the book is about B2B. I wonder about B2C...

scholia 11y ago
OK, sorry about that ;-) The problem with early adopters is that they are not a mass market, and also, they probably tend to be fickle. Yes, they are a market, and if you are a startup, may be your only market. However, they are not the mainstream mass market ("main street"), which is where the money is. Moore's book was, as you know, about crossing the (apparent) chasm between the early adopter market and the mass market.
Eridrus 11y ago
I just started reading the book and he mentions the "Four Gears" model as more useful for B2C companies. Googling around, he seems to indicate he doesn't believe there's a real chasm between early adopters and pragmatists in the consumer space: http://www.cmo.com/articles/2014/6/13/geoffrey_moore.html http://www.cmo.com/articles/2014/6/13/geoffrey_moore.html
GFischer 11y ago
Check out Jakki Mohr's book "Marketing of High-technology Products and Innovations", she expands on Moore's book and gives several strategies for expanding your market (some of them are Moore's, like the Bowling Alley/Bowling Pin). Maybe the quote you mention refers to that - the early adopter market might not be the target you want, but you can target them first to get experience and attack more attractive markets later. Personally, I believe that you NEED at least one excited early adopter for any product to succeed. If you can't find any, then you aren't solving a real problem. https://books.google.com.uy/books/about/Marketing_of_High_technology_Products_an.html?id=8LJwaPuuQagC&redir_esc=y https://books.google.com.uy/books/about/Marketing_of_High_te... www.amazon.com/Marketing-High-Technology-Products-Innovations-Edition/dp/0136049966 See also: http://gsl.mit.edu/media/programs/india-bms-summer-2013/materials/select_a_beachhead---trepreneurship_101.pdf http://gsl.mit.edu/media/programs/india-bms-summer-2013/mate...

scholia 11y ago

OK, sorry about that ;-) The problem with early adopters is that they are not a mass market, and also, they probably tend to be fickle. Yes, they are a market, and if you are a startup, may be your only market. However, they are not the mainstream mass market ("main street"), which is where the money is. Moore's book was, as you know, about crossing the (apparent) chasm between the early adopter market and the mass market.

Eridrus 11y ago

I just started reading the book and he mentions the "Four Gears" model as more useful for B2C companies. Googling around, he seems to indicate he doesn't believe there's a real chasm between early adopters and pragmatists in the consumer space: http://www.cmo.com/articles/2014/6/13/geoffrey_moore.html http://www.cmo.com/articles/2014/6/13/geoffrey_moore.html

GFischer 11y ago

Check out Jakki Mohr's book "Marketing of High-technology Products and Innovations", she expands on Moore's book and gives several strategies for expanding your market (some of them are Moore's, like the Bowling Alley/Bowling Pin). Maybe the quote you mention refers to that - the early adopter market might not be the target you want, but you can target them first to get experience and attack more attractive markets later. Personally, I believe that you NEED at least one excited early adopter for any product to succeed. If you can't find any, then you aren't solving a real problem. https://books.google.com.uy/books/about/Marketing_of_High_technology_Products_an.html?id=8LJwaPuuQagC&redir_esc=y https://books.google.com.uy/books/about/Marketing_of_High_te... www.amazon.com/Marketing-High-Technology-Products-Innovations-Edition/dp/0136049966 See also: http://gsl.mit.edu/media/programs/india-bms-summer-2013/materials/select_a_beachhead---trepreneurship_101.pdf http://gsl.mit.edu/media/programs/india-bms-summer-2013/mate...