fbpx

Blogs

In his book, Disciplined Entrepreneurship: 24 Steps to a Successful Startup, Bill Aulet, Managing Director of the Martin Trust Center for MIT Entrepreneurship, 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. In the first post in this series on successful start-ups, we stressed the importance of the discovery stage—time spent brainstorming about product and service ideas, defining potential customers, and identifying industry matches. In the second post in this series 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. 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: 1. The customers within the market all buy similar products 2. The customers within the market have a similar sales cycle and expect products to provide value in similar ways 3. Word of mouth communication exists between customers in the market A good example of the search for a beachhead market is Smart Skin Care. Smart Skin Care was the product of one of Aulet’s PhD students, Pedro Valencia. Valencia patented a new technology used to synthesize nanoparticles more quickly for medical uses, with one particular application being a polymer that binds to skin while slowly releasing medication over a twenty-four hour period. Valencia and his team spent weeks researching potential markets, working with hospitals, outpatient services, and cancer treatment centers. During their search they discovered that one powerful application of their new technology was sunscreen—using time-release technology to slowly release sun-blocking chemicals over a period of time. The sunscreen market was favorable because it required less time and resources than medical markets monitored by the FDA. But the sunscreen market was still too large and diverse for the Smart Skin Care team, so they continued to sub-segment to find their beachhead market. Finally, they discovered one of their sub-segments—extreme athletes in their thirties who do triathlons—had the interest, need, and disposable income to spend on an upgraded sunscreen. After approaching their new beachhead market with success, Valencia and his team learned that if the extreme athletes bought their product, it would be that much easier to launch their product in other markets. The key for new entrepreneurs, says Aulet, is to “seek specificity but not get caught up in analysis paralysis. Because there are so many market opportunities, ultimately there is more than one path to success … ‘getting started by doing’ is key to creating the momentum all entrepreneurs need to succeed.” Bill Aulet is a Senior Lecturer at MIT Sloan and the Managing Director of The Martin Trust Center for MIT Entrepreneurship. He teaches in the Entrepreneurship Development Program. Subscribe to the Innovation a

Bill Aulet: Finding the Perfect Beachhead for Start-Up Success

Harness the Power of Beachheads for Start-Up Triumph === When it comes to launching a successful start-up, finding the right market segment to focus on can make all the difference. This is where thContinue reading

Calendar Icon October 25, 2023 BY WorkSocial Press and Editorial

Jersey City Water Front Sculpture

Flex Office Spaces: Understand the problem you are trying to solve

In today's fast-paced business world, coworking spaces have emerged as a vibrant hub of collaboration, offering a unique and innovative solution for professionals of all kinds. Gone are the days of trContinue reading

Calendar Icon October 24, 2023 BY WorkSocial Press and Editorial

WorkSocial Shared Offices in Jersey City, NJ for Businesses, Entrepreneurs and Freelancers.

WorkSocial vs Alliance: Unmasking the Virtual Office Winner

In this digital era, the concept of traditional office spaces has been revolutionized by the rise of virtual offices. These flexible and innovative workspaces offer a multitude of benefits, allowing pContinue reading

Calendar Icon October 23, 2023 BY WorkSocial Press and Editorial

CULTIVATE POSITIVE EMOTIONS WITH DAILY PRIMING

Master Your Emotions: 6 Steps to Live Fully

Emotions are an integral part of our lives, influencing our thoughts, actions, and overall well-being. Learning to master our emotions can greatly enhance our quality of life, allowing us to experiencContinue reading

Calendar Icon October 23, 2023 BY WorkSocial Press and Editorial

influencer human like

Influencer Power: The Key to Brand Success

In today's digital age, the power of influencers cannot be underestimated. These social media stars have the ability to captivate audiences, create trends, and shape consumer behavior. Brands around tContinue reading

Calendar Icon October 19, 2023 BY WorkSocial Press and Editorial

ART of Story: The Problem Statement Canvas

Startups are like puzzles, filled with challenges and hidden obstacles that need to be solved. But in order to crack the code and find the right solutions, entrepreneurs first need to identify and undContinue reading

Calendar Icon October 19, 2023 BY WorkSocial Press and Editorial

Unleashing Creative Genius: Unlock Hidden Potential with Questions!

Unleashing Creative Problem-Solving: The Power of Question Burst Methodology

Unleash Your Inner Creativity: Embrace the Power of Questions! === In a world that thrives on innovative thinking, it's imperative to tap into our inner creativity and problem-solving abilities. LuContinue reading

Calendar Icon October 18, 2023 BY WorkSocial Press and Editorial

Female Designers Having Brainstorming Meeting In Office

Unleashing the Power of Questions: A Pathway to Innovation and Breakthroughs

Innovation and breakthroughs have always been the driving forces behind progress and growth. From the invention of the wheel to the discovery of electricity, these groundbreaking moments have shaped oContinue reading

Calendar Icon October 18, 2023 BY WorkSocial Press and Editorial

The Power of Asking the Right Questions: A Paradigm Shift in Problem-Solving and Decision-Making

In a world hell-bent on solutions, we often overlook an elemental truth: the quality of answers is directly proportional to the quality of the questions we ask. This isn't a merely poetic statement. IContinue reading

Calendar Icon October 18, 2023 BY WorkSocial Press and Editorial

David Goggin's Lessons

Lessons in Suffering & Achievement: Insights from David Goggins’ Can’t Hurt Me

In the world of personal development and self-improvement, few individuals have achieved the level of mental toughness and resilience as David Goggins. His inspiring memoir, "Can't Hurt Me," serves asContinue reading

Calendar Icon October 18, 2023 BY WorkSocial Press and Editorial

Popular Posts

Having WorkSocial’s private office space for rent in NJ is definitely one of the best choices for small and large businesses alike. WorkSocial offers:
Having WorkSocial’s private office space for rent in NJ is definitely one of the best choices for small and large businesses alike. WorkSocial offers:
Skip to content Scroll Back To Top