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"he best market opportunities are often to be found in the least likely customers. If you want a big profit, go for the marginal users, not the ones all your competitors are chasing as well.
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There is a tendency to focus marketing efforts and budgets on the most attractive segments. Based on my consulting experience, many industries have standard attractiveness segmentation schemes, segment A, B, C ... and the "rest" left over. The A customers typically exhibit strong demand, are relatively insensitive to price, and are easy to serve.
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The moral: if you want to find your Blue Ocean market, don't go where the pickings look richest. Chase the customers no-one wants instead."
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