For Consumer Product Strategy Professionals

Primary Analyst Photo	Document Information	Rate this Document
	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

This is an excerpt

Executive Summary

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.

TABLE OF CONTENTS

• Consumer Product Strategists Should Target HBBs As Consumers
• Consumer Product Strategists Should Cater To HBBs' PC Product Needs

RECOMMENDATIONS

• Embrace Home-Based Businesses As A Distinct Consumer Segment
• Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

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