July 28, 2008

Home-Based Businesses Represent A Great Opportunity For PC-Related Products

Target HBBs As A Special Subsegment Of The Consumer Market

by J.P. Gownder

with Michelle de Lussanet, Remy Fiorentino, Laura Wiramihardja

Executive Summary (This is a document excerpt)

Consumer product strategists in the PC market — PCs, PC peripherals, and software — are missing out on a fertile market opportunity: the home-based business (HBB) segment. Long ignored or treated as a subset of the SMB market, HBBs in fact sit firmly in the consumer market. HBBs wear two hats when buying a PC, taking into account both their personal/household needs and their business needs. And HBBs themselves are run as family businesses, often with a hobby orientation, making technology purchases similar to other consumer household purchases. Consumer product strategists should sell PCs, printers, and particularly software solutions to HBB owners, who are willing to spend money on these kinds of products. Targeting HBBs with a differentiated product proposition will yield additional revenues, as HBBs have unique needs that the market isn't meeting today.

Buy Risk-Free

Download and print PDF immediately. Price: US $499

Our Money-Back Guarantee: If you are not completely satisfied, return it for a full refund within three weeks of your online purchase.

Already a Forrester Client?
Log in to read this document.