The Market Wedge: How to Pick Your Initial Market and Stay Scrappy


Hatched by Glasp

Aug 05, 2023

4 min read


The Market Wedge: How to Pick Your Initial Market and Stay Scrappy


When it comes to launching a new business or product, two key strategies can significantly impact success: adopting a market wedge approach and embracing a scrappy mindset. The market wedge strategy involves focusing on serving the needs of one niche before expanding to others, while being scrappy means having a determined character and a willingness to push through obstacles. In this article, we will explore the benefits of the market wedge approach, discuss different types of market wedges, and delve into the importance of staying scrappy in achieving entrepreneurial goals.

The Power of the Market Wedge:

A market wedge allows businesses to strategically allocate their limited resources. By selecting one specific market segment to serve, companies can concentrate all their efforts and resources on meeting the needs of that niche. This focused approach enables the development of network effects, brand recognition, and economies of scale, ultimately leading to a stronger position within the market. Additionally, by sacrificing immediate growth for power, businesses can establish a solid foundation before expanding to larger markets.

Types of Market Wedges:

There are several types of market wedges that businesses can employ:

  • 1. Geography: Focusing on a specific geographic location allows companies to tailor their offerings to the unique needs and preferences of that region. For example, a clothing brand may initially target a specific city or state to build a strong local presence before expanding nationally.
  • 2. Topic: By narrowing their focus to a particular topic or area of interest, businesses can position themselves as experts in that field. A tech startup may choose to specialize in a specific software niche to build a reputation and gain traction before branching out.
  • 3. Product Category: Concentrating on a specific product category enables businesses to refine their offerings and provide a superior customer experience. A skincare brand, for instance, may start by specializing in organic face masks before expanding into a comprehensive skincare line.
  • 4. Community: Targeting a specific community or subculture allows businesses to connect with their audience on a deeper level. A fitness brand might initially cater to CrossFit enthusiasts, establishing a strong community presence before expanding into other fitness disciplines.
  • 5. Demographic: Focusing on a specific demographic, such as age, gender, or income level, enables businesses to tailor their products or services to the specific needs and preferences of that group. A startup targeting millennials, for example, may create a social media app tailored to their unique communication style.

Choosing the Right Initial Niche:

Selecting the right initial niche is crucial for the success of the market wedge strategy. A good initial niche should possess the following characteristics:

  • 1. Size and Growth Potential: The niche should be large enough to sustain business growth but not overly saturated. It should also have the potential for future expansion into a larger market.
  • 2. Unique Needs and Pain Points: The niche should have distinct needs and pain points that the business can address effectively. By providing a solution that resonates with the target audience, the business can establish a strong foothold in the market.
  • 3. Alignment with Expertise: The niche should align with the business's expertise and capabilities. By leveraging existing knowledge and resources, the company can deliver exceptional value to its target audience.

Actionable Advice:

Before concluding this article, here are three actionable pieces of advice for entrepreneurs and teams:

  • 1. Conduct Thorough Market Research: Before selecting an initial niche, conduct comprehensive market research to identify untapped opportunities and understand the needs and preferences of your target audience.
  • 2. Build Strong Relationships: Establishing strong relationships within your chosen niche can help you gain valuable insights, build credibility, and generate word-of-mouth referrals. Engage with your target audience through social media, events, and partnerships to foster meaningful connections.
  • 3. Embrace Agility and Adaptability: Being scrappy means being willing to adapt and pivot as needed. Embrace failure as a learning opportunity and be open to adjusting your strategies based on feedback and market dynamics. Stay nimble and agile in your approach to maximize your chances of success.


The market wedge strategy, coupled with a scrappy mindset, can significantly enhance the chances of success for new businesses and products. By strategically selecting an initial niche and staying determined in the face of obstacles, entrepreneurs can establish a strong foundation and pave the way for future growth. Remember to choose the right niche, conduct thorough market research, build relationships, and embrace agility. By doing so, you can position yourself for long-term success in your chosen market.

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