Success: NextGen Player Wins the Battle!

In BusinessCast podcast episode #64 – Blogging For Business, we met intrepid entrepreneurs Paul Hunter and Matthew Vernhout of NextGen Player ( In fact, they were so enthusiastic about blogging that they inspired Robert and me to begin the BusinessCast blog!

Well, I am very excited to report that NextGen Player is now an undisputable and truly exceptional success story. In just over three months, their online business — blogging about the Canadian gaming industry – has skyrocketed beyond all original expectations.

“What kind of success have they achieve in just a few short months?”, you ask. Well, here are just a handful of their accomplishments to-date that prove their efforts to build a strong and loyal following within a very niche market have been a resounding success. Specifically, they have been:

These committed and astute gaming enthusiasts have achieved such unprecedented success for several key reasons. But, as Matthew and Paul see it, the key reasons include:

  • Staying focused on one topic only (i.e. the Canadian gaming industry) rather than being lured into biting off more topics (e.g. U.S. gaming industry).
  • Leveraging sites that speak to a very specific audience. For most entrepeneurs, the equivalent is networking with those who have established credibility with target audiences.
  • Generating “buzz”. Choose a topic that gets people talking – and, remember that it’s okay to be controversial – as long as you do it responsibly (i.e. being as even-handed as possible).
  • Bringing a passion for the business – in the case of Matt and Paul, they truly love gaming and are committed to contributing their unique value to the industry!

Listen to episode #64 – Blogging For Business to hear Paul and Matthew’s (now proven) approach to business and to blogging. Their’s are lessons applicable to every entrepreneur.

Leverage How Different Your Clients Are: Smart Segmenting

Since leading/managing your business, you’ve realized that no two customers/clients are exactly the same. Unfortunately, that can lead you to be taken advantage of by people who then claim that you must therefore market to everyone as well as market the same way to everyone. The result: your marketing budgets will be considerable and measuring your outcomes will be unruly. 

But, fear not! You can always segment — that is, split your customers/clients into smaller groups — and then market to these smaller groups. The resulting benefits are considerable: you can build a better understanding of these smaller groups’ needs, priorities, purchase behaviours and obstacles to purchase. At the same time, you can hone your marketing budgets and collect meaningful measures.

Keep in-mind that when you decide to segment, the challenge then becomes: How do you develop meaningful segments? Robert and I delve into this topic in a future BusinessCast Podcast.

But, before we tackle how you can/should segment your customers/clients, here’s a fun and thought-provoking example that gives you a flavour of one way to segment a specific group of consumers.

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