Reach Out and … Grab Your Customers!…This is where the big $$$ is! Part 3

Last week I focused on the Professional Adopters and their place on the Adopter Pyramid.

This week, I will focus on the third level of the pyramid — #3 – The General Adopter.

Adopter Pyramid
General Adopters tend to be more cautious about new trends.  They tend to have big budget constraints which encourage them to have a “wait and see” attitude, especially where new technologies are concerned.  They don’t take risks the way the way the upper two tiers of the pyramid do.  They will never take a risk on a new technology that might fail, which could ultimately cost them their job (see my post “Nobody Ever Got Fired for Hiring Deloitte” to get an idea of the mentality you’re dealing with in this part of the pyramid). Similarly, they don’t want to recommend a restaurant or fashion item that hasn’t been fully proven by others. They look up the pyramid for guidance and assurance.

The pyramid shows that General Adopters are a very large market, and as a rule, they will generate most of your significant revenues. Think of them as your general use market.

This group, like the ones above it, influence the group below, in this case the Latent Adopter market.

Chart and content from my book, Lies Startups Tell Themselves to Avoid Marketing
www.holtzmancom.com/thought_book_title.php

Sandra Holtzman teaches CEO 035: Licensing.

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