Accounting software for YOU

Good Night!

The more I learn about marketing the less I understand it. Sometimes it just doesn't make any sense.

At first I thought there is something I need to know about marketing which will make it work, like there is one way or one thing I need to figure out which will make everything snap into place. But as time goes by I realise it is hardly the case, it is going to be a long and slow way to get to where we want to get,  There is no silver bullet and it will have to be a series of small steps.

Some customers are going to come from Google and some from SBR, some from a trade show and some from word of mouth, one ad will work and another will not, a homepage design will make some difference and then another update will be required and so on.

Offcourse we can hope that this slow and steady increases will become bigger and bigger and that a certain momentum will occur which will help us grow faster, but at the moment it is hard to see where this is going to come from  :-)

So the purpose of this post, which is probably not going to make it into the newsletter, is to discuss segmentation and positioning.

We're coming to a point where we need to really hone in on our target market, theory says that in order to 'cross the chasm' or be able to sell to 'pragmatists' and 'conservatists' we have to be a seen as a market leader in a niche market. We have to focus our efforts on one or few small target markets and make our product the BEST and ONLY accounting software for this niche market. in this way buying from us will be the easiet thing to do.

crosschasm

This has to be backed up by real commitment to this target market, learn about their problems and procedures and make the product the best it can be for this specific market. Don't just create an ad calling for customers X to come buy from us now :-)

So the thinking currently is to look at the Flying Solo community as a case study, these 30,000+ micro and small Australian businesses represent the target market the Nominal Accounting was created for and provides the best solution for.

The problem is that small and micro Australian businesses are about ~800,000 strong, we need to drill down to more specifics.

Things like Web Designer, IT professional, Online stores, Maketing consultants, business coaches etc

The question is how do we choose the right segment, how big should it be, how easy will it be to communicate to them and how self referenced are they (hoping for word of mouth)

This are all good questions which I am not sure have a simple answer. and I am starting to have a feeling we will have to go through some trial and error with this process as well.

Will keep you posted.

Do comment if you have any word of advise

Thanks!

Uri

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