See notes and full post here: http://blog.heavybagmedia.com/2008/09/16/breaking-out-of-the-echo-chamber-identifying-early-adopters-and-setting-sights-on-mass-markets-presented-at-nextweb-ny-on-91508/

1. Breaking Out of the Echo Chamber
Jackie Peters
September 15, 2008
blog.heavybagmedia.com
@jackiepeters

2. Is Your Market Up Here?
Or Down There?
PHOTO CREDIT: 4PIZON (http://flickr.com/photos/4pizon/)

3. Market(s/ing)
Marketing consists of everything a company does to acquire
customers and maintain relationships with them. It's about
aligning a product with a market.
PHOTO CREDIT: TINOU BAO (http://flickr.com/photos/tinou//)

4. Statistically Speaking:
90% Of The
Startups
Represented
In This Room
Will FAIL :-(

5. WHY?
• There are several reasons why internet stratups fail
• Inadequate funding
• Lack of vision
• Substandard technology
• Poor marketing
• Changes in market conditions
• Drama

6. But Mostly...
They simply aren’t making
stuff that lots of people want or need

7. The Proliferation
of Shiny New Toys (SNTs)

9. Breaking Out of the
Echo Chamber vs.
Crossing the Chasm

10. Breaking Out of the
Echo Chamber vs.
Crossing the Chasm

11. Breaking Out of the
Echo Chamber vs.
Crossing the Chasm
• Who is your market?
• Early adopters = teeny tiny
• Is your market represented there?
• Who are you developing for?
• How can you leverage killer technology without being
disruptive?

12. Why Are You
Focusing on These People?

13. If These People Are Going to
Make Your Company Successful

14. Is this group 13%
of your total market?

15. Early Adopters In
The Feedback Loop

16. Early Adopters In
The Feedback Loop Can
Actually Widen The Chasm

17. Are You Really a
Technology Company?
Chances are that you are a
consumer product that’s built on technology

18. Who Are YOUR Early Adopters?
• Opinion leader
• Trendsetter
• Naturally curious
• Enjoys experimentation
• Risk taker

19. Focus on Your
Market and Bridge the Chasm

20. Breaking Out of the Echo Chamber
Jackie Peters
September 15, 2008
blog.heavybagmedia.com
@jackiepeters