Bowling Pin Sequencing: Each Niche Topples the Next

“Sooner or later, we have to expand into adjacent ponds. Or, to shift the metaphor, we need to reframe our tactics in the context of a “bowling pin” strategy, where one targets a given segment not just because one can “knock it over” but because, in so doing, it will help knock over the next target segment, and thus lead to market expansion. With the right kind of angle of attack, it is amazing how large and fast the chain reaction can be. So one is never necessarily out of the game, even when things are pretty bleak.”

“It is not just about the money you make from the first niche: It is the sum of that money plus the gains from all subsequent niches. It is a bowling alley estimate, not just a head pin estimate, that should drive the calculation of gain. This”