Bull's-Eye! So you've got a new product and know just who to market it to. Here's what to do next.

What's a pair of thrill-seeking snowboarders to do whenthere's no snow on the ground and no clouds in sight? Ifyou're Jason Lee and Patrick McConnell, you invent theMountainBoard. With a deck similar to a snowboard, all-terrainwheels, and a suspension system that can be used to go down asingle trail or track on a mountain, the MountainBoard hit themarket in 1996 and helped Lee and McConnell bring in sales of $2million last year for their Colorado Springs, Colorado, company,MountainBoard Sports (MBS).

Not too shabby, considering Lee, 32, and McConnell, 35, wereintroducing a totally new market category on a limited budget. Whatmade it possible is that the company targeted a very specificmarket: "men 16 to 20 who like to snowboard," Lee statesemphatically. Having a clearly defined market in mind gave MBSadvantages in launching its product, including rapid retailacceptance at trade shows, the ability to create a substantialmarket buzz, a clear content strategy for its Web site, the abilityto stage events, and an easy-to-implement media strategy.Here's a closer look at their company's marketingtactics:

Trade Shows