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One of the things we learned a lot about at TSF was a beach-head market. It's the first market you take on to get traction (however you're measuring traction). So, I'd suggest talking about "knowledge management and collaboration" as your beach-head and WHY you've selected that as your beach-head...and, possibly most importantly, why traction within this beach-head will allow you to tackle some of the other markets you have on your radar more easily. Yeah, that's text-book "Crossing the Chasm" stuff. We'll need to narrow down the "beach head" to something more precise than "the market for companies that need km and collaboration," of course. And we have some research we've already done in that regard. Depending on how things shake out, there's a chance we'll focus on finance related firms first, even though my initial penciled-in list of possible target markets did not include finance... due mainly to the idea that finance is highly insular, very regulated, and has a ton of domain specific vocabulary, and none of us have specific experience in the field. But, as things have worked out, we've talked to several finance related firms, and my $dayjob as a consultant actually has me in Chicago now working for a finance firm. And I'm making new connections here, in this industry, so it's looking more and more realistic. That said, I'm still thinking that "old school" industries like manufacturing, distribution, logistics, retail, etc. might be better for us. But that's the kind of stuff we're still working on settling. |