The For-When Test

One way to create even more focus for a company is to focus on the For-When test.

Entrepreneurs are very familiar with defining their target market. The For-When test sub-divides the target market and asks the entrepreneur to define when exactly will their target market use their offering.

For example, one entrepreneur may set up a company that offers a cola like beverage (undifferentiated and likely to be killed by Coke / Pepsi). Another entrepreneur may create a cola like beverage and say that the beverage is to be drunk while you are driving. This drives the thinking behind product design. Perhaps the bottle will be designed to avoid spillage. Or will have some kind of substance that is scientifically proven to improve concentration among drivers.

You can even combine some 80/20 thinking to bring laser sharp focus with much higher profits if you apply the for-when test. For example, one entrepreneur might start a business that offers book marketing and promotion services and products to authors. Another might start one to cater only to those authors who are launching their books. It is well known that authors spend the bulk of their marketing dollars within the first few months of their book launch. In this case, the second entrepreneur will be able to capture more of the authors' share of wallet.