Customer Profile - Mainstream Market

  • Customer Profile
    Mainstream Market

    Create Target Customer Profile

    The target customer profile considers specific customer segments that require similar offerings and have similar buying processes. This will drive a sales process that will add value and will best serve this customer segment which will in turn drive a go-to-market model and sales-force structure and size.

    The "mainstream market" is one that is defined by buyers in middle of the product adoption cycle. They comprise the largest part of the market (68%).It is normally where most of the profits for the product are derived

    These buyers are willing to take increasingly less risks for the reward that a new product will bring and require exacting references. They also require a "whole product" that delivers a whole solution. They are interested in a solution to a specific organizational pain that they have clearly identified and can quantify the expected return and measure it. There are two market segments within the mainstream market:

    • The Early Majority ("Pragmatist") segment (34% of the total market).
    • The Late Majority ("Conservative") segment (34% of the total market).

  • Customer Profile
    Early majority

    Early Majority("Pragmatist") Segment

    • Proposition:- Predictable % business improvement.
    • Product Status:- Whole solution
    • Message:- Business Solution

    • Leads:- Networking. Vertical industry events & media.
    • Might Say:- "I like buying from (potential) market leaders."

  • Customer Profile
    Late Majority

    Late Majority("Conservative") Segment

    • Proposition:- Simple, low cost, no risk business solutions.
    • Product Status:- Whole Solution.
    • Message:- Bundled business solution, discounted price.

    • Leads:- Specialist low cost distribution, general media, events.
    • Might Say:- "If it's not broke don't fix it."

  • Customer Profile
    Mainstream Market Sales Team

    Mainstream Market Sales Team Requirements

    For the Mainstream Market, create a high performance solution Sales Team to stimulate demand, identify, create and sell opportunities. This sales force will work closely with senior management to ensure that that hurdles can successfully be overcome. Communicate value of solution in terms that are understood by and agreed with the customer. The Buying process will tend to be formalised and the identification of the Key Players in the process is important. Messages must be created and delivered via sales team and marketing and other appropriate vehicles to communicate value and reduce risk concerns.

    Develop existing customers into Positive References as these are critical to building market share. Recognise gaps and work around. New Accounts need to be qualified well to ensure to ensure that resources do not become overstretched. These accounts should not be as resource intensive as in early market segment but do still require significant resources to address and win.Build position in chosen Target Segment within the Early Majority segment. With careful targeting and effective communications the breakthrough accounts will enable domination of this segment.Use as base to enter enter other segments within the Early Majority segment. Then selectively enter the Late Majority segment.

    More details the relevant sections outlined in More Information.

  • Customer Profile
    Mainstream Market Hurdles

    Overcome Market Specific Hurdles

    The mainstream market is significantly different from the early market. The customers require the whole product, they require exacting references and are only interested in business solutions to pains or issues in their organizations which the sales force will have work to get admitted. This leads to the following hurdles:-

    • Sales Team:- Develop solution selling capability. This requires a deeper understanding of the pain that the product will resolve and the ROI on using the product as a solution.

    • Customer:- Overcome lack of references. Find Target customers that admit pain and have a compelling reason to buy.
    • Product:- Use partners to create whole product to address full customer solution.
    • Distribution:- Partners will be used to provide simple product re-orders and commodity products.