Adjacent Market

A market that is closely related to a business's current market, sharing similar customers, problems, or capabilities, making it a logical expansion path once the primary market is established.

Adjacent markets allow founders to grow without starting from scratch. Existing credibility, assets, and relationships transfer to the adjacent space, making expansion more capital-efficient than entering an entirely new category.

A founder who dominates business coaching for e-commerce founders identifies social media marketing for e-commerce founders as an adjacent market. Her audience, authority, and relationships all transfer, making expansion far easier than if she pivoted to a completely different industry.