Читать книгу Launching & Building a Brand For Dummies - Amy Will - Страница 50

People often need stuff they can’t get or can’t get affordably or conveniently. Sometimes, they don’t even know they need it or want it until you show them how much better their lives could be if they had it. Nobody really needed a camera built into a mobile phone, for example, but as soon as a mobile phone with a camera became available, everyone had to have one.

When you discover an unmet need or create one, you create a niche market that can be very lucrative. I once worked at Tower Paddle Boards, a direct-to-consumer paddleboard company. All the paddleboard brands in our industry sold to surf shops and outdoor retailers, so their products were pricey. But company founder Stephan Aarstol spotted an unmet need: affordable high-quality paddleboards. By selling direct to consumers, Tower Paddle Boards eliminated the retail markup and slashed prices without sacrificing quality. That’s how you create a niche.