If a basic technology has a horizontal appeal, it can be quite profitable to spend a modest amount of additional effort to spin off technology of this type to other adjacent markets that the company is currently not serving. However, many software and hardware businesses, particularly smaller ones, are religiously focused on a specific vertical […]
Software Product Marketing: Horizontal vs. Vertical
Here’s an important discussion for most software companies in the software product planning stage and the downstream active software product marketing phase. In what manner will the product be marketed? The decisions to be made in these phases are separate but closely related. Discussions on this topic need to happen! Regardless of whether you are […]
Choosing an Advisory Board for your Tech Company
Advisory Boards have become a chic addition to software and hardware companies over the last decade or so. According to the Industry Association Advisory Board Centre’s 2021 annual report, there has been a 52% increase globally in organizations utilizing advisory boards as part of their governance structure since 2019. It’s a trend. Let’s assume an […]
Business Models in the SMB Market
The SMB market is often a popular topic for hardware and software companies. Of course, first and foremost everyone wants to sell to the Enterprise market. But as a result, competition is fierce and standards are very high for these select large companies. If you get to the Enterprise market early with an innovation that […]
