Page 104 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

In practice

• Seek an external view of your market—for example, by talking

to customers, by benchmarking with other businesses, or by
appointing new employees from outside the business.

• Focus on how you could adjust your product to appeal to a

new audience.

• Maintain the core principles of your product—while you should

add new selling points to appeal to new audiences, do not discard
your original ones.

• Do not neglect your old market—maintain committed

relationships with all your intended audiences.

• Remember that it can be difficult to move into a new market,

especially if that market is crowded. Choose your new audience
wisely.

100 GREAT BUSINESS IDEAS • 97