Think Your Market is Too Small? Try Recycling.
I was speaking with an executive the other day who repeated the concerns of her management team that their existing market was too small to sustain their growth.
Expanding into new markets may look enticing, but there are large risks and costs associated with this strategy. As it turned out in this case I was able to show the company that their market was large enough to provide growth opportunities for the next 3 years.
