Go to Market Strategy: Why Entrepreneurs Should “Go Small to Go Big”

Don’t bother trying to be all things to all people. Instead, nail your niche for your go to market strategy.

You’re not going to walk down the street and see too many t-shirts that say “Go Small or Go Home.” While that exact notion seems to fly in the face of our competitive nature, it’s the perfect bit of advice for entrepreneurs, according to Brant Cooper and Patrick Vlaskovits, co-authors of the New York Times bestseller, The Lean Entrepreneur. In fact, keeping your business tightly focused on one niche is the best go to market strategy.

By honing in on a nuanced target audience, you’re better able to perfect your product and evolve your vision over time. Going small allows you to build via organic growth and acquire adjacent markets when the time is right.
In this short video Cooper and Vlaskovits detail the benefits of starting small, citing one of the biggest websites around as evidence.
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