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Big Fish or Small Fish in a Pond

Posted on Mar. 17th, 2008 by chandralekha

In the face of increasing competition, market positioning has become a fact of survival for technology companies. Product companies are like “fish in a pond”, where the market can be compared to a pond. Whether you are a key player or a trivial player is contingent on your visibility in the market.

Product companies should not only stipulate long term product visions but also develop multiple versions of their products with feature enhancements, to stay distinct from the competition. A gradual expansion of the product line, acquisitions, analyzing product life cycle and identifying their own strengths and weaknesses is inevitable to sustain in the market.

Smaller software product companies should narrow down their niche area of focus and concentrate on product marketing strategies in that area. Analyzing market trends will help them recognize areas that can be capitalized on to expand their market. This will also result in gradual growth and maximum output in a long run.

Conversely, larger product companies should concentrate on product line marketing strategies in big markets. Product line expansion demands adopting advanced technologies, which requires huge investments. Only larger companies can afford to invest on a big scale. Larger ISVs should also focus on product management activities as their market is bigger and reaching the nook and cranny of this pond is not an easy task.

While product engineering could be outsourced to third party experts, product companies should utilize their resources for better product management. A product needs to be nurtured throughout its entire lifecycle, so grunt planning and execution methods should be adopted towards better product positioning and for widening the customer base.

From a small fish in a pond to become a big fish in a pond, it requires the right blend of innovative product engineering and innovative product management. And ultimately in the long run the one that will survive will be the big fish.

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