The above graphic is called the Customer Quadrants Determinant and is used by businesses in planning how to assess and attack adjacent markets, introducing new products, or launching a new promotional campaign, among other things.
The #1 quadrant is the easiest to market to, which is selling a current/existing product/service to a current customer base.
The #2 quadrant is next, and a bit more difficult to attack. That is, selling a new product/service to a current customer base.
#3 is again more difficult. Marketing an existing product/service to a new customer base.
And lastly, the #4 quadrant - the most difficult and expensive. Marketing a new product/service to a new customer base.
Each quadrant demands a different marketing and sales approach to be successful and a different level of funding and staff to succeed. However, revenue growth and profitability is commensurate as the quadrant number increases.
Jim Lavorato, Principal & Founder
Fund-House Ventures, LLC and 4M Performance
www.fundhouse.us
James@4MPerformance.com
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