A good example of beachhead thinking

This, from Azeem Azhar’s Exponential View newsletter, is a good example of beachhead thinking:

TikTok’s entry into India was a calculated decision to target the next big market of internet users. India has the second-highest internet penetration rate of the 10 biggest nations worldwide. The Indian market is divided between the urban haves and the rural have-nots. Interestingly, TikTok targeted users in rural areas and smaller cities to gain a foothold in the country. It did this by taking advantage of the lower cost of targeting them through Facebook adverts. Having gained a foothold, the company then moved towards glamming up the app for the pickier city dwellers. Had it continued operating in the country, it’s a plan that would likely have paid off. Rural internet users are expected to outnumber urban ones in India by 2025.

Source: https://www.exponentialview.co/ev-330/

In The Positioning Manual for Indie Consultants I’m often encouraging you to specialize in a beachhead — a too-small market or focus that can allow you to more easily build up momentum that grows into something bigger. You can buy a copy of the book anytime via Amazon: http://thepositioningmanual.com.


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