Steve Jobs about go to market strategy

Steve Jobs' Chalk Talk Overview: Steve Jobs introduces the chalk talk as a discussion on the go-to-market strategy. Focus areas include identifying the target customer, understanding product selection reasons over competitors, and determining distribution channels. Jobs highlights challenges in defining the customer base in the workstation market and the need for clarity. Historical Competition Analysis: Jobs reflects on the historical difficulty in categorizing Apple as either competing with workstations or personal computers (PCs). Describes the struggle in deciding whether Apple is an easier-to-use workstation or a more powerful PC. Acknowledges the unique attributes of Apple, such as multitasking and networking capabilities, setting it apart from traditional competitors. Revelation and Market Segmentation: Jobs reveals a recent revelation: the workstation market has two halves - the traditional half (science and engineering) and the emerging professional half (non-scientific professionals). Identifies Sun as the major player in the professional workstation market, holding an 80% market share in 1990. Professional Workstation Market Opportunity: Jobs discusses the potential for growth in the professional workstation market, estimating a doubling in size in 1991 and tripling in 1992. Emphasizes Apple's opportunity to dominate this market segment, with a predicted 100% volume going into this space, marking a substantial market share. Factors Driving Growth and Competitive Edge: Describes the factors driving growth in the professional workstation market, including professionals moving from PCs/Macs and users transitioning from mainframe terminals to powerful desktop workstations. Jobs identifies Sun as a competitor but expresses confidence in Apple's ability to convince customers to move into the professional workstation segment, citing recent successes in direct competition with Sun.