Today’s market holds considerable promise for the small company, the brand new startup and even the entrepreneur still considering his options. Customers are located globally and channels to reach them are not only advanced, but they are improving on a seemingly daily basis. The challenge, however, is in determining the best go-to-market strategy and channels that work for the company and the target audience.

Go-to-market strategies are one area where today’s technology and communications companies can find the most benefit in working with proven performers. Communications in today’s market is a rapidly changing environment, with new innovations making things easier, and old technology hanging on to satisfy specific segments of the market.

Still, service providers can benefit considerably when they embrace opportunities as they come. The challenge is in recognizing opportunities and what to do with them with few resources. Today’s entrepreneur may have the right idea for the next-best thing in app development in order to drive new revenue streams, but may lack the economies of scale to make it a reality.

Quality of Service may be a key differentiator for a number of companies and customers put satisfactory use at the top of their list; how does the startup ensure this satisfaction is met once they start to add new subscribers? Growth is a good thing, until that growth outpaces the provider’s ability to deliver on promises.

At the same time, service providers wanting to offer the next best thing in communications innovations has to be able to anticipate consumer trends. What looks like a great way to drive revenue today may be the best way to become obsolete tomorrow. How does a new provider separate the fad from the sustainable?

Once these challenges have been overcome, where do new companies look to distribute their services? How do they partner with proven providers who already have a handle on the market, providing value-added services or solutions?

These are all important questions for the new or even small company in the communications space. Regardless of their end goal, they’re entering a fickle market that can be difficult to master. To help along the way, Embrase Business Consulting offers Start Up Camp at ITEXPO (News - Alert).

By working with companies at the start of their adventure, Embrase can help them develop the right go-to-market strategies and channel initiatives to be successful. To learn how, TMCnet’s Rachel Ramsey invited the company into the TMC (News - Alert) newsroom at ITEXPO. Check out their conversation in full in this ITEXPO video.