by Howard Enders, COO of The Estate Registry
When beginning to explore ways to bring new products into untapped sectors, entrepreneurs need to recognize that few consumers immediately embrace a concept they’ve never heard of. The key, I found, is not just having a great idea but making sure potential customers thoroughly understand how that idea solves their actual problems.
I’m happy to share these three core strategies I’ve seen work effectively, especially for young entrepreneurs eager to transform unfamiliar territory into sustainable business growth.
1. Build Awareness to Increase Demand.
The initial hurdle in a new market is that most people don’t know your product exists. Even if they do, they may not perceive why they should care. The first step is defining who your ideal customer is. For instance, if you’re launching a digital budgeting tool in a region that relies heavily on cash transactions, focus on individuals or businesses that already struggle with manual record-keeping.
Once your target group is identified, emphasize concrete benefits. If your platform saves two hours a week in data input, highlight the direct advantage in productivity. If it eliminates a common pain point, such as misplacing receipts or overspending without tracking, illustrate how your solution prevents those occurrences. Facts and metrics resonate strongly. This way, you’re not just saying “This is new” but “this is why it matters.”
Focus on communication channels your audience already trusts. For younger demographics, this may be social media or community-based apps. For more traditional users, local business forums or even word-of-mouth could be more effective. Your goal is to remove any guesswork and ensure people hear about your offering through platforms they find reliable.
2. Address Misconceptions and Fill in the Gaps.
In an untapped market, it’s common for misconceptions to circulate. Some might assume your product is overly complex or too expensive. To address these concerns systematically, rely on feedback loops. Send out quick surveys, host small Q&A webinars, or invite focus groups. This will quickly highlight which aspects of your product are being misunderstood.
You may also publish concise explanations of your product or service. Rather than distributing lengthy documents, aim for short, clear resources that respond to specific questions. A series of quick “how-to” videos or easy-to-read guides can be enough to correct incorrect assumptions. For example, if people assume your tool is only meant for large businesses, show how freelancers or small local shops can benefit, too.
As you learn about recurring misconceptions, update your marketing materials and FAQs in real time. Each clarification you provide to a confused prospect can become a standard talking point for future customers. This iterative approach systematically reduces the likelihood of repeated misunderstandings.
3. Education is Important.
Even when your solution is objectively better, some users will stick to old methods out of habit. Without clear, fact-based education, they have no strong motivation to deviate from what’s familiar. Overcoming this inertia often hinges on demonstrating how your product surpasses existing alternatives in both functionality and practicality.
In reality, consumers in emerging markets are particularly cautious. Demonstrating your willingness to explain all critical details, including data security, cost transparency, or post-purchase support, goes a long way in establishing trust. Once customers recognize your product as credible and feel confident using it, they’re more likely to remain loyal and recommend it to peers, which is crucial for sustained growth.
Remember that educating customers isn’t a one-way street. Each time you clarify a new concept or reveal how your solution works, you also get to hear genuine reactions. This feedback cycle reveals areas for improvement that you might otherwise miss. It helps you refine your product, strengthen your messaging, and avoid stagnation.
Turning Curiosity into Demand
For young entrepreneurs aiming to break into markets with little existing demand or precedent, consumer education is indispensable. Building awareness, addressing misconceptions, and thoroughly illustrating why your product stands out can create a steady user base that not only understands your solution but also advocates for it.
In the end, the consistent effort to educate and learn from that process transforms unfamiliar territory into a viable, thriving market.
Howard Enders is the Chief Operating Officer of The Estate Registry, where he leverages his extensive expertise in operations and management to drive growth and innovation. As a trusted leader, Howard collaborates with teams to implement strategic initiatives that ensure the security and effectiveness of the estate management process.