100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

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100 GREAT BUSINESS IDEAS • 97

In practice



  • Seek an external view of your market—for example, by talking
    to customers, by benchmarking with other businesses, or by
    appointing new employees from outside the business.

  • Focus on how you could adjust your product to appeal to a
    new audience.

  • Maintain the core principles of your product—while you should
    add new selling points to appeal to new audiences, do not discard
    your original ones.

  • Do not neglect your old market—maintain committed
    relationships with all your intended audiences.

  • Remember that it can be diffi cult to move into a new market,
    especially if that market is crowded. Choose your new audience
    wisely.

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