Dear Aunty B,
When you say a market needs educating, my hair stands on end – which is not as pretty sight. What you are really saying is that you are ahead of the market (let’s say it’s that and not that the market simply doesn’t want your products).
Now, educating a market is a very expensive process with no end in sight. It often needs deep pockets. In this environment, I would not divert funds from bread and butter products. I would stick to the mainstream stuff but I wouldn’t mothball the project. Look for ways to make the communication around the new product very easy to understand.
Your Aunty B
James was the editor and publisher of SmartCompany and LeadingCompany for five years. He is now the Australian Financial Review‘s companies & markets editor, and a former BRW editor.
