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Go from niche to [massively] niche?? And 3 brands that did.

Ah-hah!
Under Armour owns the technical shirt market, but recently started to focus on the 26 other cotton shirts in the drawer. [Average drawer is 30, with 4 technical shirts]
Michael Phelps pitches new line of shirts for Under Armour.
Facebook started as a College-only network, but quickly expanded from a 15 million-person opportunity to the 7 Billion opportunity of the world. [1 in 20 people in the world are on the social network]
How Fackebook was founded.
Groupon started as www.thepoint.com -- a niche site for petitioners to band together, support causes, and gain buying power [It still exists]. But after testing group deals only, on a simple blog, a mass business model was born. [An estimated 18MM+ people per day receive an email]
Meet the fastest growing company ever.
Arguably, EVERY brand is a niche brand.
Niche (n.) A position particularly well suited for the person who occupies it.
Focusing on that niche at the start and then transitioning to mass over time isn’t a bad strategy. It allows you to focus on your core, keep logistics & expenses under control, grow at a palatable pace, and – most importantly -- get good at what you do.
Done well [and at the right time], a shift from a truly niche universe to a mass universe, is more-or-less a re-purposing of that which you do best.  

Posted at 12:28 PM in Business Management, Marketing |

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