Land and Expand

Refers to a strategy where a company focuses on securing a small foothold or “land” in a new market or with a new customer, and then expands its presence over time. This approach allows the company to establish a track record of success and build relationships with customers before aggressively expanding its offerings. The goal is to create a foundation for long-term growth and profitability while minimizing risk and maximizing return on investment.

“Land and expand” is a strategy where a business focuses on securing a foothold in a new market or with a new client, and then expanding their presence over time. A business coach might advise their client to use this strategy by first identifying a niche market or target customer group, and then tailoring their products and services to meet their needs. Once the business has established credibility and a loyal customer base, they can then expand their offerings and reach new markets.

Land and Expand DEFINITION:

1.A business strategy of initially targeting a specific market or customer and then expanding to adjacent markets or customers. 2.The process of starting with a small project or customer and gradually growing to larger and more complex ones.

Land and Expand QUOTE:

1.Land and expand, or as we call it in the industry, the 'just the tip' approach to business growth. 2.Land and expand is like planting a seed, except instead of water and sunshine, you use sales calls and contracts.