Emery Air Freight, once the leader in air-freight shipping, offered rush service, economy service and small and large package delivery. Federal Express sacrificed, focused on delivering small packages overnight-and put Emery out of business. You need to focus on one core component or one market segment, especially when you're just starting out. Developing a single product or service is much easier and far less costly than trying to offer a whole product line and a host of services. Keep it simple.

Excerpted from 303 Marketing Tips: Guaranteed To Boost Your Business