Thinking outside the Business Vertical

Recently I participated at a conference organized by a large national association operating in a market that was not immediately in our business vertical. We generated great leads which we hope will turn into a continuous flow of business.

The best outcome of this show was realizing the potential new markets outside our immediate ‘business vertical’ that need exploring. I call it ‘Thinking outside the Business Vertical’.

One could argue to concentrate on your core markets, and to some extent I agree. However, what if your core markets are over crowded by competitors? What if your core markets are saturated with similar products and you cannot generate any new sales from these markets? Can you explore new market verticals? Can you afford not to be searching for other verticals?

Is Co-opetition For Everyone?

Co-opetition - A relationship between two companies involving competition in some segments and cooperation in others

According to Wikipedia, "Coopetition or Co-opetition is a neologism coined to describe cooperative competition. Co-opetition occurs when companies work together for parts of their business where they do not believe they have competitive advantage, and where they believe they can share common costs. For instance, the cooperation between Peugeot and Toyota on shared components for a new city car for Europe in 2005. In this case, companies will save money on shared costs, while remaining fiercely competitive in other areas. For co-opetition to work, companies need to very clearly define where they are working together, and where they are competing."

We see Co-opetition in almost every market business segment. Google, Yahoo, Microsoft, Apple and others, compete fiercely in some areas, but cooperate very closely in others (see article).

In the van lines world we see co-opetition between agents of the same van line. But does it exsist between agents of competing van lines? Is co-opetition possible between independently owned moving companies? Self Storage companies? Mobile Storage companies?

One area we see potential co-opetition between companies is in the Mobile Storage and Packing/Loading/Unloading services,v in which the mobile storage company may complete for business with the moving company, but use the movers to provide loading and unloading services to its customers.