Land and Expand

Land and Expand is a business strategy used by companies to grow their customer base gradually. It involves acquiring a smaller number of customers initially in a new market, then expanding the customer base over time by selling more products or services to existing customers. This strategy is often used by startups looking to enter new markets and expand their reach without incurring significant costs. For instance, a SaaS company may start by offering a limited set of features to a handful of customers in a new market. As they gain traction and grow their customer base, they can introduce new features and expand the product offering to existing customers, leading to increased revenue over time. Land and Expand is a low-risk and cost-effective approach to entering new markets, building brand awareness, and growing revenue.