Jeff Bezos’s initial focus on books constitutes the greatest execution of a beachhead marketing strategy ever – Bill Aulet

MIT Sloan Senior Lecturer Bill Aulet

MIT Sloan’s Bill Aulet

From Entrepreneur

Jeff Bezos recently briefly overtook Bill Gates to become the richest man in America. It’s a reminder, much like Amazon’s most recent $13.7-billion acquisition of Whole Foods, of the remarkable power of the company that Bezos has created and the straightforward strategy he used to create his empire. Now, with each new click and each new transaction, Amazon grows its war chest of consumer and market data and the company’s growth appears — at least for the moment –unstoppable.

But it was not always so. Once upon a time, Amazon sold only books. Bezos’s initial focus on books constitutes the greatest execution of a beachhead marketing strategy ever. By creating a narrow and winnable focus for his first product, Bezos was able to build the fundamentals of his company, and create a launching pad for Amazon to grow into different markets over time.

Today, when I want to buy audiobooks, gardening tools or a Spike Lee Brooklyn bicycle cap, I shop through Amazon and know it will all be delivered, courtesy of Amazon Prime, to my front door in Boston in two days. I have come to depend on Amazon’s recommendations and customer feedback to guide my purchases. I now have an Amazon TV system and have installed Alexa systems at both home and at work. My publisher directs me to the Amazon author section to see how many copies of my book have been sold each week, and in what regions. And when I relax at the end of the day, I read the Washington Post on my iPad, which is free with Amazon Prime. And it all started with books.

Emerging entrepreneurs can learn valuable lessons from Bezos’s approach. In this case, the book industry provided an ideal beachhead market because it was:

Really simple

In July 1994, the book market was such a simple business that Bezos was able to launch Amazon out of his garage with minimal investment. Books do not spoil, there are no development costs for the product, and products are easy to identify with great certainty as each book has a unique International Standard Book Number. While Amazon’s book business was not growing dramatically, there was a consistent demand for the product.

Takeaway: The goal of a beachhead market is to start to generate some revenues, cash flow and potentially even some profits, with the least number of variables possible.

Easy to enter with a high chance of winning

In the 1990s, the sleepy book industry had not utilized technology like other industries. It was simply not a sexy market, and ambitious business people were looking elsewhere for high-growth opportunities. A determined effort by Amazon in the realm of books was much more likely to succeed rather than in the more popular and populated industries such as electronics, food or even pet supplies.

Read the full post at Entrepreneur.

Bill Aulet is the managing director of the Martin Trust Center for MIT Entrepreneurship at MIT and Professor of the Practice at the MIT Sloan School of Management. 

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