100 GREAT BUSINESS IDEAS • 97In 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.