Picking a marketing strategy is a lot harder for startups than it sounds. Why is that? Basically, it means making three inter-related decisions (that is, the answers to #2 and #3 change as #1 changes):
Who are you talking to? That’s your Target Market.
What are you talking to them about? This is the Frame of Reference, or the product category or the group of competitors to be dealt with.
Why should they choose you? This is your Point of Differentiation.
But notice, the first key decision is “Who is the target market?”