Several years back Geoffrey Moore and I discussed attack points across the chasm. We were interested in learning about the beachhead and what criteria a firm would use to pick a new market. This also applies when non-profits target a new audience for funding.
1/ Media infrastructure dedicated to the product. For example, a game box with a blogosphere in the tens of thousands, along with its traditional media is a huge opportunity. But, security products have only a small, traditional media following.
2/ Does the well known PR rule, editors love competition, apply? Wii versus PlayStation or Sony versus Microsoft. The story has legs due to their rivalry.
3/ Intense user interest drives growth. From iPods to In-N-Out Burger, this is true. A game box has millions of avid users, a security system has only few champions.
In my analysis, only two indicators need be present for success.
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