You'll also discover that you don't need to create a massive market for yourself in order to be oversubscribed. Being smaller can be an advantage when it comes to getting yourself oversubscribed. As I illustrated in Chapter 1, two bidders who really want something can be enough to make the price rise. A lucrative lifestyle business may need only a few thousand loyal customers – a relatively small, dedicated fan base of people who really love what you do. A $100 million enterprise might need to appeal to just 25,000 customers who passionately engage with a product that speaks directly to them.
