One topic that isn’t discussed very much is how entrepreneurs should go about picking which market to target for their product/idea.
To frame our discussion, let’s assume that there is a continuum (or spectrum if you will) of market that you could conceivably target. At one end (the left end) of the continuum is a very “vertical” (or focused) market. At this end, the number of potential customers is relatively small. At the other end of the continuum, which we will call “the horizontal market” the number of potential customers is relatively very large.