The Blog

When Fewer Customers Mean More

Who is your new idea or invention FOR exactly?

Most people assume it’s a good thing to develop an idea to suit as many people as possible.

If it’s for “everyone”, that means there’s a bigger market potential for the idea, right?

All you have to do is capture a teeny weeny slice of that potential?


Here are a few good reasons why it’s better to be brave and target a very specific end user for your new product or service…

You’ll be able to pinpoint what your end user is most looking for. That makes it easier to specify the features you absolutely need to include, and even the key claims, if you’re considering a patent.
You’ll save time and money by not deliberating about features that actually aren’t important.
Successful promotion on the Internet is all about focusing on specific niche users and reaching them through the keywords they search on.
You’ll be able to explain your concept to others quickly and clearly, winning you more credibility, support, funding or whatever you’re looking for.
You’ll avoid getting tangled up choosing the most appropriate name and logo for your product or service (this can take far more out of you than you’d ever believe!).
Writing your blog or marketing copy for web or print will be much more straightforward.
Dilemmas won’t paralyze you because you’ll have more clarity making the right decisions.
When you stray off course, remembering your end-user customer will bring you right back on track quickly.
You’ll feel a lot more confident and motivated in yourself, which means you’ll ride the inevitable highs and lows and ENJOY the process of turning your concept into a reality.
Others will start to see you as an expert in a particular area – which is especially valuable these days with social marketing playing a big role on the Internet.

Don’t get me wrong.

We’re not saying that your idea won’t work for everyone.

It’s just that picking a specific end-user to work towards, maybe by gender, age-group, lifestyle, interests, or particular needs, makes for a product or service that is quicker, easier and less costly to develop and market.

So a new range of eco-cleaning products might work for every household in the land. But one targeted at families with under-fives could have a very specific appeal AND still be enormously successful.

Or an alternative to the computer mouse might be good for everyone on the Internet, but one aimed at people suffering from RSI will find its way to market much quicker.

It’s an odd thing to grasp, but when it comes to deciding who your new idea is for exactly, less really will mean more.