Most of the time new enterprises are evaluated on the metric of market penetration. How much of customers are using the product or service is a measure of the acceptance of the product/service presently in the market and is also an indicator of how more customers will get attracted to the product/service in future.
If we slightly change our thinking process from meeting our needs (less affirmative) to solving problems (more affirmative and pro-active), besides helping solve problems it can motivate innovative thinking and new applications and processes. How ?
We know, Market penetration ratio is the ratio of the amount of sales to the total theoritical market for the product or service.
Problem penetration ratio could thus be more accurately defined as the ratio of problems directly addressed or satisfied by the solution to the sum total of all current problems faced by the industry sector trying to find solutions.
It would also be a good idea to keep track of the innovations that accrue as a fallout from the introduction of this metric. Hitting two birds with one stone !!
george..
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