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Niche Marketing
Niche Marketing
Niche marketing is marketing a
product or service in a small portion of
a market that is not being readily
served by the main stream product or
service markets.
Niche Market Examples
Timothy hay
Race horse feed
Kosher milk
Religious groups following dietrary
Organic vegetables
Consumers wanting foods grown
without pesticides
Extra fat beef
Asian export market
Corn silage
Confined dairy operations and beef
Custom farming services
Other producers who do not have the
resources to perform these services
Pasturized goat milk
Consumers allergic to cow milk
Consumer durables
Sport Utility Vehicles (SUV)
Drivers desiring a vehicle with room,
power, and strength
Consumer services
Internet auction sites
Consumers desiring low prices for
goods and services without having to
physically move from merchant to
Consumer services
Commuter airlines
Smaller communities not served by
large airlines
Consumer services
Cut your own Christmas tree
Fellowship, recreation, and
consumers seeking quality
Recognizing Potential Niche Markets
 Convince yourself that you have confidence
 Products/services difficult to obtain
 Perceived as expert in an area
 Speakers, articles, other ideas
 Hobbies
Getting Started
 Identify the market and its characteristics
 Compatible with family/professional goals
 Resources you have and need
 Develop business/marketing plan
The Business/Marketing Plan
 General description of the business
• Qualifications
• Reasons for starting the business
 Market analysis
Describe the product/service
Estimate the market size
Segment of the market
Geographic area
 Mission statement, objectives, and strategies
 Marketing plan
 Operational description
• Location, facilities
• Materials needed, staffing
 Projected sales
 Financial plan
• Projected income statement, cash flow, balance sheet, loan repayment
schedules, owner’s equity, and break-even analysis
 Sensitivity or risk analysis
• Price and production/sales
Getting the Help you Need
People who are doing something similar
Learn from them
Seek reference materials
News media
Trade shows