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Element 27. Strategy for Breaching the C... > The Coin-Operated Laundry—Strategy f...

The Coin-Operated Laundry—Strategy for Breaching the Chasm score: 7

This is the next challenge after you have established a successful market penetration. You will move from early adopters to majority users in the market. How do you do it? Forecast this maneuver now, up front. Let’s say you have predicted that you will employ long-term, large-scale contracts and that you will exploit every cost-reducing opportunity at your disposal. Let’s further assume that you can award your enterprise with a score of 7. How can it be improved? Remember that breaching the chasm for this enterprise will mean the events of about year 5 and thereafter. An important tactic therefore could be in becoming, today, the cleaners of first choice for every high-school kid in the region. Stay with them through college, even if that place is far away. When it comes time for you to breach the chasm you will find yourself and the company to be the cleaner of choice for the coming generation. Naturally, the most obvious way to breach the chasm is to multiply your locations and then drive the marketing and promotion. At some point you might use all the various outlets as drivers for an operation that expands to speciality cleaning, pressing, and finished products.

Element 27, Strategy for Breaching the Chasm score summary:
Weight 1 × Score 7 = Total 7



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