You always start from zero.
How do you build from this zero starting point? It is facing this issue that stalls many start-ups.
Unless you have a clear strategy and realistic plan you will struggle to get any traction.
The reality is that every business starts from zero.
You have to find that first customer who will try something new – in every sense.
Nobody knows you.
Nobody has used your services or bought your product.
You need people who will take a chance on you.
These people are described as innovators and early adopters – as the names suggest they are willing to take chances and try something new.
All the evidence tells us is that you will not get to any scale or mass market penetration if you don’t crack the innovators and early adopters.
They give you credibility, track record, reference points – they can even become advocates of your business.
You need a clear picture of your innovators and early adopters.
For some businesses this will be enough – particularly for sole traders and very niche businesses.
But if you want to scale you will never get to your mass market (early majority and beyond) until you have won over the innovators and early adopters.
These are the customers that create your credibility and give confidence to the more cynical and cautious majority.
This diagram represents some well established market basics about the way new products, businesses etc build from launch. You start at zero and have to attract the initial 2.5% to start to build.
