Lee and McConnell created the All Terrain Boarding Association
in 1994. While their first competition was small—only six
competitors—what was important was that the race attracted
the attention of their target customers, who then started to look
for the product and talk it up among their thrill-seeking friends.
This word-of-mouth effect is typical of tight target markets.
Prospects know each other, and they talk about what's exciting
in the market. As Lee says, "We sold almost $1 million our
first year because we had people talking."
Page
1 |
2 | 3 |
4 |
5 |
6 