Bottom Rung

Worldwide Strategies

Let’s say we sell vintage T-shirts in Toronto. Our primary target market is 15 to 64 year old men and women who have a flare for fashion and some extra cash in their jeans.

Now let’s say that business is good and we have the money to expand. What’s the next step?

This was the very question posed to us by our strategy professor earlier this week. For most of the class, our first response was that they could expand to the rest of the GTA or to the rest of the country. At first pass, not necessarily a bad option.

However, if your product is specifically targeted towards a demographic (such as in this case), why not target that same demographic the world over? One could assume that there are people elsewhere in the world that have the same interests and tendencies as the people you are selling to in your home market. The 15-64 year old demographic on this planet is approximately 4.2 Billion strong. Some of them must like Vintage tees.

MTV did it back in the day and have never looked back. Think deeper and expand your strategies. The world is a big place.

Source: World Demographics Profile 2007