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svētdiena, 2015. gada 13. decembrī 7:37:53
Very interesting post, Gadi. I'm pleeasd to read that others are also attempting to better define the SMB market. It's a much needed exercise but I hope we'll find common ground.I do disagree, in part, with one of your statements. You wrote The problem is that there is absolutely nothing in common between a company with 12 employees and a company with 300 employees. Perhaps if we restrict ourselves to a discussion about buying habits and the scale of IT needs, that statement would be correct. However, commonalities often transcend buying habits and scale. HEre are two examples from one of my recent reports about small office data protection attorneys and healthcare professionals:I wrote, In 2002, The Census Bureau counted over 488,000 ambulatory healthcare service establishments in the US, employing nearly 5 million people. The 50 largest firms were spread across an incredible 10640 locations employing little more than 400,000 people. The American Bar Association counted more than 1.1 million attorneys in 2006 employed by fewer than 50,000 firms. And, according to American Lawyer Media, nearly 90% of those firms employed fewer than ten attorneys. Only about 1,000 law firms consist of 40 attorneys or more. Clearly there is an enormous number of smaller firms in both verticals, and within each vertical and this is especially true for heavily regulated industries companies share a bond of certain obligations to their customers, communities and governments. A 10 attorney law firm and a 12 physician healthcare facility should [and oftentimes must] adhere to the same ethics, policies and guidelines as law firms and hospitals 20x their size. The difference lies in how they do so. Scale aside, many enterprise and SMB products and services share the same underlying industry-specific requirements.In any case, I found your segmentation interesting. It is definitely food for thought. Thank you for sharing.
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ceturtdiena, 2014. gada 23. janvārī 19:41:55
Gadi thank you for this. A really usuefl segmentation especially for the smaller end of the SMBs. I'm just working on some segmentation strategies for this market and on the basis that in the 10 50 employee bracket, business decisions will be made to a large extent by the owner and this is heavily influenced by their personality. We're looking at cross referencing a B2C segmentation at a contact level (i.e. the business owner and personality type) with the actual business segmented by organisation size to determine what kind of messaging we will use to the organisation. Any thoughts on that? I'm also looking at 100 250 employees and I have to be honest, I'm struggling to find any meaningful segmentation at this level other than perhaps by vertical sector. Do have any thoughts on that, other than they operate much more like larger organisations? Thanks for your insight. V usuefl.