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Focus. For a Small Business or Technology Startup, It’s Essential

By Candyce Edelen

Having a tightly focused target market is crucial to early stage success for SMB fintech firms.

About 18 years ago, I received advice that transformed my view on business and the trajectory of my career.

A partner and I were launching a technology startup offering an application integration platform. It was a horizontal play, and we were chasing pretty much any prospect who would listen to us. We in the late stages of large opportunities at Nike, Public Storage, Gates Rubber Company, LaBranche (a market maker on the NYSE), and GFInet (an interdealer broker).

I asked my friend Vic Ahmed to take a look at what we were doing and help us figure out how to grow the company. He said we needed to focus.

“Did you ever set twigs on fire with a magnifying glass?” he asked.

“It won’t work unless you focus the magnified sunlight to get the smallest dot of light possible. The same is true for business. You need to choose the smallest niche possible and focus all your energy there.”

We took his advice and walked away from everything except the two financial services prospects. We started chasing deals in a very small niche, and our business started to take off. In 3 years, we were recognized as a Fast 50 Rising Star, we had achieved significant awareness in our niche, and we raised an over-subscribed Series A round of funding.

Focus. For a small business or technology startup, it’s essential.

  • It’s easier to build brand awareness.
  • It’s easier to message to the target audience.
  • It’s easier to train a sales team.
  • It’s easier to develop a competitive product.
  • It’s easier to deliver a great customer experience.
  • It’s easier to leverage word of mouth.
  • It’s easier to increase customer retention and lifetime customer value.
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Candyce Edelen
CEO at PropelGrowth
Candyce is the founder and CEO of PropelGrowth. She brings more than twenty years of experience in managing technology companies and has founded four companies prior to PropelGrowth. For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. Now, she helps financial technology vendors improve their marketing strategy, publish compelling content, and drive revenue through marketing and sales enablement. Contact Candyce at +1 970-300-2280.
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Latest posts by Candyce Edelen (see all)
  • 4 Steps to Optimize Your LinkedIn Profile for Sales Prospecting
  • The Reality of Cold Calling for B2B Sales
  • Can Inbound Marketing Generate Enough Leads?

Filed Under: Acumarketing, PropelGrowth Blog

About Candyce Edelen

Candyce is the founder and CEO of PropelGrowth. She brings more than twenty years of experience in managing technology companies and has founded four companies prior to PropelGrowth. For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. Now, she helps financial technology vendors improve their marketing strategy, publish compelling content, and drive revenue through marketing and sales enablement. Contact Candyce at +1 970-300-2280.

Company Profile

PropelGrowth helps companies improve their marketing and sales. We start with in-depth buyer research. Then we develop a marketing and sales strategy and customer-centric messaging. Then we coach your team and help you execute on the strategy by developing thought leadership programs, content for every stage in the buying process, sales collateral, and tools to help buyers buy.

Figure out why and how your buyers buy

Develop a customer-centric marketing strategy

Get coaching from a senior marketing strategist

Recent Posts

  • 4 Steps to Optimize Your LinkedIn Profile for Sales Prospecting
  • The Reality of Cold Calling for B2B Sales
  • Can Inbound Marketing Generate Enough Leads?
  • How to Fill Your Sales Pipeline Using LinkedIn for Prospecting
  • Tips from 8 ERP Resellers on How to Leapfrog Your Competition​
  • How to Win 74% of Your ERP Deals
  • Buyer Persona Research, the Key to Niche Marketing
  • 8 Ways a Niche Strategy Improves the Value of Your Practice

Connect With Candyce

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Company Address

3209 Glacier Creek Drive
Ft. Collins, CO 80524
+1 970.300.2280

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  • Home
  • Who We Are
    • Why PropelGrowth?
    • Management Team
    • Acumatica Marketing Team
    • Privacy Policy
    • Back
  • What We Do
    • Marketing Strategy
      • Buyer Personas
      • Strategy Development
      • Acumatica Partner Marketing
      • Integrating PR
      • Creative Design
      • Back
    • Marketing Programs
      • Content Marketing for the Buying Process
      • Content Marketing Programs
      • Thought Leadership In The Buying Process
      • Thought Leadership Programs
      • Lead Generation and Lead Nurturing
      • LinkedIn Sales Prospecting
      • Marketing Coaching Program
      • Back
    • Marketing Content
      • Marketing Automation
      • Email Marketing
      • Website Content
      • Blogging and Article Marketing
      • Case Studies
      • White Papers and E-books
      • Research Studies
      • Live and Online Events
      • Back
    • LinkedIn LeadGen Master Class
    • Back
  • Who We Do It For
    • Who We Serve
    • Client Case Studies
      • What This CEO Learned From Buyer Persona Research Transformed Her Company
      • Back
    • Back
  • Resources
    • Sales Resources
      • Solving the No Decision Problem
      • Back
    • Marketing Resources
      • B2B Lead Conversion Rates
      • Back
    • The TrendSpotters Podcast Series
    • Back
  • Blog
  • Contact
  • Search
    • Back