The basis of any good start-up is identifying a group, preferably sizeable, of customers who will want and need your product or service more than what is currently offered in the marketplace.
However, businesses that focus on a narrow target market can paint themselves into a corner.
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Scott Carson, founder of Sydney firm Only Logistics, pitched his start-up squarely at the higher end of the market, before realising that the strategy severely limited his growth potential.
Today, Carson explains how he rescued the situation and broadened his business’ focus.