You’re not alone. Most brands in a category fall into the mid-size or small market shares.

The good news is that because you are smaller there are a lot more potential customers in the segment for you to acquire than your larger competition.

A brand with 100 buyers only needs 5 more buyers to increase by 5%. A company with 1000 buyers needs 50 more buyers for a 5% increase.

We all thought this was the way to grow brands and market share in the past. However the evidence now strongly suggests that the only way to grow your market share is through getting more customers, especially the light ones.

Cross-selling follows the same patten. The more market share you have the more products of yours your customer will have.