Process
Crossing the chasm: the beachhead strategy
Geoffrey Moore's four steps for reaching the early majority
Geoffrey Moore's beachhead strategy for crossing the chasm between early adopters and the early majority, in four steps. It is for founders and product teams whose early traction has stalled. Work through the steps in order, and use customer interviews to pick the segment and define what the whole product means for it.
What's in this process
- Target one beachhead segment: Pick a narrow group of pragmatists with a painful, urgent problem.
- Build the whole product: Add the integrations, support, documentation and proof that segment needs.
- Give a reason to buy: The pain has to outweigh the risk of change. Put a number on the ROI.
- Win references, then expand: Owning the niche earns the references that open adjacent segments.
Use this image
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<a href="https://www.koji.so/visuals/crossing-the-chasm-beachhead-strategy-steps"><img src="https://www.koji.so/visuals/crossing-the-chasm-beachhead-strategy-steps/crossing-the-chasm-beachhead-strategy-steps.png" alt="Process showing Moore's four beachhead steps for crossing the chasm: target one segment, build the whole product, give a reason to buy, win references." width="1200" height="630" /></a>
<p>Source: <a href="https://www.koji.so/visuals/crossing-the-chasm-beachhead-strategy-steps">Crossing the chasm: the beachhead strategy</a>, Koji</p>
