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Launching a successful start-up #3: The Beachhead Market
executive.mit.edu
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“stresses the importance of searching for the holy grail of specificity: market opportunities where the target customer will meet, buy, and adopt your product or service.” The third critical component of the planning phase of a start-up is what Aulet refers to as “finding the primary beachhead market.” The beachhead market is the most important place from which to launch your invasion of the market, because it’s where the paying customers are found.
The beachhead market is named after the WWII battle of Normandy where Allied soldiers stormed the beachheads of Normandy enabling them to dominate one of the most important battles of WWII; without this win, the war may have ended in German victory. Finding your beachhead market is one of the most important strategic moves you make in setting up the foundation of your business. ““A beachhead market is the place where, once you gain a dominant market share, you will have the strength to attack adjacent markets with different opportunities, building a larger company with each new following,” says Aulet.” The three conditions that define a beachhead market:
“we focused on finding the start-up sweet spot where your product or service meets not only a potential customer, but a targeted end user—the customer who will buy your product or service and become a loyal brand ambassador, persuading others to buy it, as well.” The third critical component of the planning phase of a start-up is what Aulet refers to as “finding the primary beachhead market.” The beachhead market is the most important place from which to launch your invasion of the market, because it’s where the paying customers are found.