Escape Velocity: Free Your Company's Future from the Pull of the Past by Moore Geoffrey A

Author:Moore, Geoffrey A. [Moore, Geoffrey A.]
Language: eng
Format: mobi
Publisher: HarperBusiness
Published: 2011-09-05T16:00:00+00:00

1. Big enough to matter. When you win leading market share in the segment, say anything over 40 percent, that amount of revenue has to be material to your enterprise’s total performance—ideally 10 percent or more of total revenues. So do that math. If you are a $100 million enterprise, market segments are a great way to double your size. That was how Documentum grew from $35 million to $350 million. If you are a $1 billion enterprise, you are pushing the limits of market-segment strategy, although you would still use it to cross the chasm with a disruptive innovation, as Sybase did with its analytics database server, taking it first to Wall Street, then to the database market at large.

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