Niche Markets for Small Business


To a hammer, everything looks like a nail. If you're a big corporation, the world looks like one huge mass market. If you're a small business, you see a collection of small, individual niche markets. This is just as well because that's where you're likely to be successful.

Just like a large corporation finds it difficult to serve each different market individually and differently, so a small business can't hope to compete in mass marketing. But, due to its size, it has a competitive advantage in small, niche markets.

Your strategy as a niche market player goes back to marketing basics:

  • Which niche markets are easily accessible to you?
  • In which of those do you have natural cost advantages?
  • In which of those can you best satisfy the needs of the potential customers?

    Once you have identified the niche markets you want to target, you can fine-tune your approach with studies to find out which characteristics or potential characteristics of your product represent top value to this particular niche market. Once you know what your potential customers find particularly valuable, you can make sure your product incorporates these characteristics (or is perceived to incorporate them) and you can highlight these characteristics in your promotion.

    A brief overview of niche markets for small business is given by Onvia Onvia also carries other articles of interest to small businesses and has tried to set itself up as the supplier of choice to small business.

    For a more in-depth discussion of this subject try the "Growing Your Own Small Business" course at Suite University.


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    The copyright of the article Niche Markets for Small Business in Small Business is owned by Bert Markgraf. Permission to republish Niche Markets for Small Business in print or online must be granted by the author in writing.

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