A Strong Demand Pipeline Unlocks…
For a micro-business innovating or entering a new market, there’s two things to strive for at the start:
Product-Market Fit
A Strong Demand Pipeline
They are often sequential and dependent - one follows the other.
Lots of advice about the first one, but I think the second one is where it gets most interesting.
It’s where you’re booked and busy with very strong evidence that there is a market, you have enough work to have forward-order or committed revenue, and customers might even be willing to wait for your product or service. With clear evidence of a strong demand pipeline, you're in a powerful position to make moves that can accelerate growth, improve profitability, and strengthen your market position.
This unlocks new options, from small tweaks to big moves, and a few key levers that aren’t on the table when your demand pipeline is less strong.
A healthy demand pipeline isn’t just a sign of success—it’s a signal to build on momentum. Its the time to get brave and busy. Its also the perfect time to experiment with continuous improvement methods and iterative approaches.
Here’s some ideas of some Quick-Wins & Tweaks that you might try, in no particular order of importance.
NOTE! See my definition of a quick win in Strategy Implementation here
Pricing
Test small price increases - 2% to 15% - see how customers react
Try value-based pricing models (harder than pricing tweaks)
Introduce tiered pricing
Create pricing bundles to capture more value - don’t overthink it - decide on a policy for discount for a number of products purchased together
Why make changes now?
Higher Tolerance for Experimentation - Customers are more likely to accept price changes or new pricing structures when they’re already eager to buy. This gives you a buffer to test without significantly dampening conversion.
Faster feedback loops and speed-to-insight - A full pipeline means more transactions, which means quicker data on what’s working and what might not be working. You can validate pricing hypotheses in days or weeks instead of months. For this, you must be prepared for some failure along the way.
Capture more value while you can - If demand is high, there’s a good chance you’re leaving money on the table. Bundles, tiered pricing, and value-based models help you align price with perceived value and willingness to pay.
Build pricing resilience for the longer term - Small, strategic tweaks now can help you weather future slowdowns. A well-structured pricing model cushions margins and gives you flexibility when demand softens. Prepare yourself that it will soften.
Continuous improvement in action - Pricing is not a set-it-and-forget-it lever. It’s a dynamic tool. Making changes now reinforces a culture of iterative improvement—a hallmark of resilient, innovative businesses.
Product or Service Offerings
Implement a ‘pre-registration’ or ‘waitlist’ for your new product or service ideas - see what people are interested in (this, by the way, is next to free to implement)
Start upselling & cross-selling, if you don’t already
Introduce complementary products or services
Why make changes now?
You have their attention - When customers are already engaged, it’s the perfect time to extend the conversation. Complementary offerings feel natural and helpful, not pushy.
Faster validation of new ideas - Just like with pricing, a full pipeline gives you real-time feedback. You can test new offerings quickly and refine based on actual usage and uptake.
Boost average order value (AOV) - Complementary products and services are a proven way to increase revenue per customer without needing to acquire new ones.
Lay the Groundwork for Future Growth - These small expansions can evolve into new revenue streams or even entirely new business models. Starting now gives you a head start.
Operational Efficiency
Investigate automation features in the tools you already own - I bet you aren’t using enough of the features already at your disposal
Trial new tools that automate repetitive tasks in incremental ways (e.g., invoicing, customer follow-ups)
Invest in process mapping or service blueprining to look at the bigger picture, and identify where you can improve
Why make changes now?
Unlike Pricing changes, customers don’t perceive that they pay for these things, but they are often the beneficiaries of them.
Prevent growth from exposing weaknesses - Strong demand can amplify inefficiencies, handover gaps and customer pain points . Bottlenecks, manual tasks, and unclear processes that were manageable before can now cause delays, errors, or burnout. Tools like process mapping or service blueprinting help here.
Free up capacity without hiring - Automating repetitive tasks (like invoicing or follow-ups) lets you or your team focus on high-value work—and it is much easier to do boosts productivity than increasing headcount.
Double-down on a commitment to quality - You don’t want your strong demand to fizzle out due to quality issues.
Build a foundation for sustainable growth - Operational improvements made during busy periods pay off long-term.
Customer Segmentation
Collect data and analyse your customer data; focus on your most profitable customer segments with tailored messaging
Think laterally and expansively - are there any customer segments that you don’t currently target, but who are similar to the one showing a strong demand in your pipeline?
Why make changes now?
More efficiency means less cost and less waste - Clear segmentation supports more efficient marketing, sales, and service delivery—making it easier to scale without diluting your value proposition.
Maximise ROI by focusing on high-value segments - When demand is strong, you can identify which customer segments are clearly driving profitability—you simply have more data points to work with.
Spot adjacent opportunities - Strong demand in one segment often signals untapped potential in similar groups. Thinking laterally helps you discover new audiences with shared needs, behaviours, or contexts.
Strengthen your position in your niche - Refining your segmentation now helps you own the narrative with key customer groups.
Customer Experience
Add small, unexpected touches—like a thank-you message, a progress animation, or a personalised note.
Get onboarding checklists, or short welcome videos designed and created, to guide new users or customers through your process
Set up internal OLAs and start measuring how you do (these can later become SLAs, which can then become a value proposition you can promote)
Add a one-click feedback option after key interactions
Think - what are the common customer issues you spend your time on? What steps can you take to mitigate these risks? Can you be proactive and provide answers before customers contact you?
Randomly upgrade a customer’s order or offer a free add-on - see what happens
Improve your website, help centre or FAQs with clearer language or short videos (note that these help with the front end of marketing too)
Why make changes now?
High Demand = High Expectations - Customers expect smooth, responsive, and delightful experiences—especially when they know others are buying too or they had to wait for your product or service. A great experience can differentiate you when products or services are similar (hint: there are loads of everything out there in the market)
More Interactions = More Insight - A busy period gives you more data points and feedback to work with. It’s the perfect time to test tweaks and see what resonates in real time.
Small Changes usually returns big on loyalty - Incremental improvements—like faster responses, clearer communication, or small surprises—can turn satisfied customers into loyal advocates.
Build a scalable customer experience - Fixing friction points now ensures your customer experience doesn’t break under pressure as you grow. It’s easier to scale a well-designed journey than to fix it later.
Reinforce Your Brand Promise - Every interaction is a chance to deliver on your value proposition. Refining the experience ensures your brand feels consistent, intentional, and human.