%0 Journal Article %J Open Source Business Resource %D 2010 %T Go-to-Market Targeting: Know the Market and Whether It Cares %A Corien Kershey %X This article explores the importance of good segmenting and targeting to early-stage companies. Most software companies fail within the first three years, and one of the prime reasons is a lack of a focused approach to a single, carefully-chosen target market. Most software companies take the approach of attacking multiple segments simultaneously to see which will work out best, but run out of time and money before they reach an answer. A concentrated strategy that focuses resources on a single segment that the company can win and dominate quickly significantly reduces go-to-market risk. Choosing a segment in the right direction is more important than choosing the right segment. This article provides a series of six steps to help companies work through a segmenting and targeting exercise that will give them the best chance of success. The article provides real-world tools to help deal with an essential issue. %B Open Source Business Resource %I Talent First Network %C Ottawa %8 07/2010 %G eng %U http://timreview.ca/article/362 %N July 2010 %9 Articles %1 Marketing Magnitude Corien Kershey is a partner in Marketing Magnitude, specializing in strategic market and communications planning and execution. Corien has more than 20 years of marketing and executive management experience, and before Magnitude most recently with HBS, one of Canada's foremost agencies in technology marketing. Corien has developed successful brand and communication programs for technology accounts such as Mitel, Borderware, Compugen, Omnivex, and Pyrophotonics. Before joining HBS, Corien held CEO and Vice-President roles with satellite carrier TMI, Simware, NetManage, Buystream, FuseTalk, Serviceswitch, and Trigence. Corien served as Director of the Marketing Certification Program at the Sprott School of Business and continues to actively teach in Lead to Win. She holds three degrees from the University of Waterloo and a Ph.D. from the University of Toronto.