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The Methodologist
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Startups. Technology. Marketing
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The Methodologist
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The Methodologist | Startups. Technology. Marketing The Methodologist Startups. Technology. Marketing Skip to content Home Lean Startup+Business Model ← Older posts What Big Shoes Can Teach Startups About Jobs-To-Be-Done Marketing Posted on February 17, 2011 | 1 comment People need shoes. There is a grand market for shoes. Zappos has proven it. Big Shoes dubbed “Store Sko” in Norwegian, a small shop in my neighborhood that sells (guess what) big shoes, has also proven it. The shop has been running profitable for years. Big Shoes is master of segmentation marketing. Asymmetric motivation Big Shoes has a positioning advantage – competitors, incumbents and mainstream shoe shops are reluctant to pursue the market of abnormal shoe sizes. First, the market is not perceived large and hence lucrative enough compared to mainstream markets. Second, customized shoes require customized inventory and production lines. Reverse marketing When a mainstream shop cannot ...
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