Dominating a small piece of the market is generally much easier than attempting to directly take on a larger leader. From a marketing and sales perspective, smaller subsegments are easier to reach and target, and gaining traction in a market that is more homogeneous is generally easier. List building is easier when you are targeting a subsegment, as is getting in front of groups of prospects. Your value proposition can be highly targeted to these prospects and you will generally have an easier time making your solution’s distinct advantages obvious to prospects. In my experience, one of the
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