Grex Smallbusiness Conference

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Grex Smallbusiness Item 12: where/how to market niche types of product &/or services?
Entered by tsty on Wed Mar 19 10:22:56 UTC 1997:

any good ideas on marketing niche-based products/services?

5 responses total.

#1 of 5 by cmcgee on Wed Mar 19 19:59:17 1997:

In the niche.  

No, really, niche-based products generally have an identified, small, market
(that's what the term has come to mean).  Like Godiva Chocolates:  most of
us are satisfied with Hershey bars from the grocery store.  So you have to
use the communications medium that is most trusted by that small market. 
Usually mass-communications media like newspapers and tv are *not* a good way
to reach niche-markets.  

The other (serious) problem is figuring out whether you really have a
"market".  A market is generally defined as sufficient demand at a profitable
price.  There are many products that appeal to only a small number of buyers,
but that doesn't mean that they are willing to pay what you need to charge,
or that there are enough buyers to really support a business in that niche.

#2 of 5 by danr on Wed Mar 26 17:51:44 1997:

These are all good points.  My sister and I publish books of interest to
people that have either adopted children or relinquished children for adoption
or professionals who arrange adoptions.  Our biggest challenge has been
finding these people and getting our stuff into their hands.

The latest thing we've done is a mass mailing to over 2,000 adoption agencies.
So far it's worked quite nicely.

#3 of 5 by cmcgee on Wed Mar 26 22:43:31 1997:

Wildflour Bakery is a prime example of niche marketing that did not have a
large enough market to support it.  The number of people who wanted that
product and the price they were willing to pay was less than it cost to
produce the product.

#4 of 5 by danr on Sat Mar 29 22:56:09 1997:

I think Wildflour was a little different situation.  There certainly is a
market for whole grain breads and pastries, but now that it's available just
about anywhere, no one needs to do downtown to get it.  They probably should
have tried to wholesale their products.

#5 of 5 by cmcgee on Sun Mar 30 02:39:06 1997:

They did wholesale their products.  The breads and rolls were available at
People's Food Coop (both Packard and 4th), Arbor Farms, Whole Foods, and
Busch's.  Restaurant accounts included Seva and Del Rio, among others.  Even
with distribution through the main healthy food grocery stores, they could
not sell enough to remain in business.

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