Articles and Insights - High Tech Strategies, Inc.

Cost Benefit Analysis Is Your Best Guide

January 30, 2021
Posted by: Warren Schirtzinger
Categories: Customer Alignment Lifecycle, Startups

COVID-19 helps startups and established companies amplify the value of their product. The best way to measure this value is with a cost benefit analysis.

An Introduction to Market Engineering

January 9, 2021
Posted by: Warren Schirtzinger
Category: Market Engineering

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Market Engineering is a method of avoiding high-tech failure by using a holistic view of both your product and target market. In a well-engineered market, products become a better fit for the changing needs of individuals.

Crossing the Chasm Summary

September 19, 2020
Posted by: Warren Schirtzinger
Categories: Early Adopters, Innovation

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The original Chasm concept was first recognized and described by Lee James and his colleagues, all of whom worked for Regis McKenna Inc. in the Pacific Northwest.

Four Characteristics of Early Adopters

May 29, 2020
Posted by: Warren Schirtzinger
Categories: CleanTech, Early Adopters, Innovation

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Unreliable characteristics of visionaries

Early adopters play a significant role in the beginnings of your high-tech company. Unfortunately everything you learn about marketing to early adopters will fail miserably when you try to use it in the future.

How to Maximize Positive, Word-of-Mouth Communication

May 5, 2020
Posted by: Warren Schirtzinger
Categories: Communications Strategy, Startups

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Word-of-mouth communication often deals with awareness, interest, the source’s trial experience and product benefits all at the same time. This can move the recipient rapidly through the stages of purchase decision making and often even creating a reason for purchasing, all in one “exposure.”

How to Find and Attract Your First Customers

November 23, 2019
Posted by: Warren Schirtzinger
Categories: Communications Strategy, Early Adopters, Startups

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The most effective method of finding and recruiting early adopters is through a technique called “infrastructure relations.” It is a word-of-mouth method of identifying the best early-adopters for your product or innovation.

Go-To-Market Planning Is All About Avoiding Dead Zones

July 25, 2019
Posted by: Warren Schirtzinger
Categories: Go-to-market strategy for your startup, Innovation, Startups

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How do you go from an idea or technology to building the right product for the right market to broad market adoption to building a successful company? The answer is in understanding the needs and motivations of each group in the adoption lifecycle.