One niche you might want to consider is sex. While differences
between genders become blurred, that doesn’t mean there isn’t
money to be had in exploiting them.
brilliant questions and answers
Will I have to turn-away customers who don’t ﬁt my tightly deﬁned
If they are existing customers, they won’t care what you call yourself.
You can set up a sub-brand for your specialist niche (e.g. banks have units
for charities, aircraft leasing, agriculture).
Is it a risk to have all my ‘eggs in one basket’?
There is a risk that sectors take a down-turn, but you should be able to
weather the storm and emerge stronger. And in most economic down-turns,
there are few sectors that remain completely unscathed.
Will my clients be worried about a conﬂict of interest?
The actual worry clients may have is one of confidentiality, and it’s
easier to reassure them on this. Most clients will value the specialism more.
As a client once said: ‘Two clients is a conflict. Three is a specialism.’ Bear in
mind, you can’t expect to win every customer you go for. Far better you have
a few very high paying specialist customers.
brilliant global examples
It’s not just the bottle shape of Poland’s Karmi beer that’s different. It comes
in sweeter flavours than mainstream beers, such as pineapple and caramel.
It also has a lower calorie count, the same as natural yoghurt. It’s all part of
a successful venture to tap into a female beer market.
And it works both ways. Noticing her friends were fed up that their
husbands didn’t have the time or skills to fix things around the house, a
canny Australian entrepreneur set up ‘Hire a Hubby’. They’re now expanding
their fix-it business around the world.
20 brilliant start-up