Beachhead

Military strategy adapted to business: establish a small, defensible foothold in a new market before expanding. Just as D-Day forces secured a beachhead at Normandy before advancing inland, startups should dominate a narrow niche before expanding. Geoffrey Moore's adaptation: cross the chasm by focusing all resources on a single market segment (the beachhead), achieving dominance there, and using that position as the base for expansion into adjacent segments. The beachhead isn't the destination—it's the defensible starting position from which the larger campaign is launched.

When to use it

When entering a new market with limited resources; when a startup needs its first foothold of dominance; when expanding into adjacent markets and need a launching pad; when market entry strategy needs focus rather than breadth.

How it can help

Identify a market segment small enough to dominate with your current resources and important enough to serve as a launching pad. The beachhead must be: (1) small enough that you can be the clear leader, (2) economically viable (can sustain you during expansion), (3) adjacent to larger segments you want to enter, and (4) defensible against larger competitors. Most startups fail by targeting too broad a market; the beachhead strategy forces concentration. Win the beachhead completely—then expand from a position of strength rather than spreading thin.