Xii) If Non-Customers Are Available, You Need To Explore Whether A Disruption Is Feasible

especially at the low-end of a market. This means changing the business model to make attractive profits at the discounted prices required to capture "low-end" customers who cannot use all the functionality for which they are currently paying. If the assessment is that the basis of competition will not change and the types of improvements that have resulted in good margins in the past will continue into the future, look at the lower end of the market. Often there are opportunities at this end to change the basis of competition.

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