The magic of vertical markets is that your message is highly relevant and can become personalized.  I think of Nike offering 13 different “flavors” of shoes:  Basketball, Football, Racquetball, Tennis, Golf, etc. 

Maybe you offer databases for financial services?  A security system for manufacturers?  Sadly, there are hundreds of industries and even more vertical markets within those.  If you plan on tackling verticals, you must have a good market analysis to prioritize which verticals hold the best opportunity for you and your partners.  (And, quite frankly, we find in our work with solution partners that most are reluctant to go vertical as they view their solutions as horizontal.) 

But wait, let’s get back to the Nike shoe example.  Have you noticed that “pronated/supinated” is the new form of personalization?  Gone are the days of shelves upon shelves of Nike Basketball shoes vs. Tennis shoes.  Today, you tell the clerk at the Niketown:  I need a pair of shoes and he/she asks: “Do you pronate or supinate?”

Along the way, you’ll be delivering something easier for your partners to execute. 

Call us if you need help.