How big will this market be? Again, the simple answer is, As big as can be motivated by the target market’s use case—its compelling reason to buy—as served by the whole product. Market boundaries occur, in other words, at the point of failure of either the value proposition or the whole product. By contrast, the other market-making factors—alliances, competition, positioning, distribution, and pricing—do not impact the size of market but rather the rate of market penetration. Given free market economy incentives, efficient solutions in these areas will fall into place sooner or later if the
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