How to scale your start-up to mainstream success
When a start-up launches, getting initial traction can be relatively easy. Early adopters are excited to try an alternative to existing providers.
But scaling beyond these early adopters is much more difficult. Mass-market consumers have very different expectations and many start-ups struggle to meet them. Growth stifles and they fail.
Read the Yell guide to the Diffusion of Innovation to find out how to use early adopters to achieve product-market fit and then springboard to mass-market adoption and success.