Narrow and deep beats wide and shallow.

When launching a new product or service, one of the first choices you have to make is which customer segment to serve. 

There is a natural tendency to go wide and shallow (for example, saying women with kids or business people). 

I advise going narrow and deep, like single moms with two kids or owners of barbershops. By narrowing down, you get multiple advantages. You know so much more about this narrow segment. Marketing will be much cheaper because you know so much and because you can concentrate your spendings on one thing. 

Because the segment is smaller you, you can sooner become number one in this segment, which also strengthens your marketing message. By being so focused and knowing so much, you will get a chance of tailoring your product much better. 

Are you narrow and deep or wide and shallow with your offering?