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Market Strategy

Market Strategy

I Hate Waiting for People When I Ski

Andrew Penny, February 26 2019

I hate waiting for people when I ski. Well maybe hate is a strong word, but waiting does break my flow. My friend Andrew (yeah same name as me) is a fabulous skier - a Level 3 Certified Ski Instructor no less. And for those of you who don’t know about skiing, that’s pretty close to godliness. (Level 4s are the real gods – at least they think so...)...

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Market Strategy

How to Use a Bar (Chart) to Grow Revenue

Andrew Penny, January 29 2019

I ask all our clients for a report on sales by customer for the last 2 or sometimes 3 years; but even a single year (as the example below shows) provides great insights.  And, with multiple years you also get trends. Next, I do something that is incredibly simple but provides huge insights. I load the data into a spread-sheet, sort by revenue (lar...

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Market Strategy

Legacy Constraints

Andrew Penny, December 18 2018

Legacy Constraints are the Achilles' Heel of enterprise companies; they are your opportunity. One of our clients is a rapidly growing software as a service (SAAS) company. We are helping them on their way to becoming a global company - which of course takes money. Our initial evaluation showed there were a number of billion-dollar companies that ap...

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Market Strategy

Don't Think Small, Think Narrow

Andrew Penny, November 20 2018

During a kick off meeting with a new client we were discussing how best to accelerate beyond his local trading area. We talked about geography, product lines and market segments. When I suggested he focus on a very specific offering for a unique demographic his comment was – “Geez – that market is way too small”.  He was confusing small for narrow;...

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