Even if the market is small initially, you need a strategy to reach a larger market. Good positioning involves understanding your unique value - What can you offer that no one else can? An effective positioning communicates this value in a way that customers can easily grasp. In the business to consumer (B2C) market, value can encompass various factors, such as how a product makes someone look or feel, or how it influences others' perceptions of them based on the brand they use. However, in the business to business (B2B) market, the concept of value is quite different. B2B transactions usually involve multiple stakeholders, typically between 5 and 11, each with decision-making influence. In my experience, you must present a compelling business case to justify why your product or service is the best choice when working in B2B.