100% is not an acceptable market size Many a venture capitalist has withheld funding because the business owners have indicated that the market for a product or service is ‘everyone’. The fact is – ‘everyone’ is not a demographic. Mark Cuban, one of the better-known venture capitalists in the United States, suggests that he will […]

100% is not an acceptable market size Many a venture capitalist has withheld funding because the business owners have indicated that the market for a product or service is ‘everyone’. The fact is – ‘everyone’ is not a demographic.Mark Cuban, one of the better-known venture capitalists in the United States, suggests that he will only invest in a business that he believes is targeting the smallest possible market.The benefits of targeting the smallest possible market, include: An enhanced capacity to develop a genuinely market-focused product Lower cost of marketing and communication Increased ability to own the market Another Silicon Valley venture capitalist, Peter Theil, is obsessed with the concept of operating a business in an environment in which there is no competition – or a market that the brand can own to such an extent that your competition will always struggle. The smaller the market, the easier it is to…