In any industry, the infrastructure includes all those people between the supplier and the customer who have an influence on the buying process. These people give credibility to products, services and organizations. Without the support of the infrastructure, a product, service, or company is sure to fail.
Members of the market infrastructure mediate between you and your prospective customer. Less knowledgeable members seek the reassurance of more knowledgeable ones. Each level of the pyramid influences other levels, particularly those above it.
We use the infrastructure pyramid concept to assess market opportunities and requirements, and to ensure positive word-of-mouth communication after a product has been launched. (read more)