A microniche is a subset of potential customers within a niche. In the era of dominating digital super-platforms, identifying a microniche can kick off the strategy of digital businesses to prevent competition against large platforms. As the microniche becomes a niche, then a market, scale becomes an option.
Aspect
Explanation
Definition of Microniche
A Microniche is a highly specialized, narrowly-defined subcategory or segment within a broader market or industry. It represents a specific area of interest or demand that caters to a very select and targeted audience. Microniches often emerge when there is a need for exceptionally tailored products, services, or content.
Key Concepts
Several key concepts define the concept of a Microniche:
– Specialization
Microniches are characterized by their high degree of specialization. They focus on serving a particular subset of customers with unique needs or preferences. This specialization allows businesses to stand out and excel in a specific niche area.
– Targeted Audience
A Microniche caters to a very specific and often smaller audience. It is not designed for mass appeal but instead aims to address the precise requirements of its carefully defined target audience.
– Reduced Competition
In Microniches, competition is generally lower compared to broader markets. This reduced competition can provide opportunities for businesses to dominate and become authorities within their niche.
– Tailored Offerings
Microniches often require businesses to create highly customized products, services, or content that align closely with the unique needs and preferences of their audience. Tailoring offerings is a key aspect of success within a Microniche.
– Deep Expertise
To thrive in a Microniche, businesses and individuals need to possess deep expertise and knowledge related to the specific area they are targeting. Expertise enhances credibility and trust within the niche community.
Benefits and Considerations
Engaging with a Microniche has distinct benefits and considerations:
– Loyal Audience
Microniche audiences tend to be highly engaged and loyal because they appreciate the specialized offerings and content. Building strong relationships with such an audience can lead to brand advocacy and repeat business.
– Reduced Marketing Costs
Targeting a specific Microniche can result in more efficient marketing efforts. Businesses can focus their resources on reaching the exact audience interested in their offerings, leading to potentially lower customer acquisition costs.
– Market Limitations
While Microniches offer advantages, they may have limited growth potential due to their narrow scope. Expanding beyond the niche may require careful planning and may not always be feasible. It’s essential to assess the scalability of a Microniche business.
– Market Research
In-depth research is crucial when entering a Microniche to understand the audience’s needs and preferences thoroughly. Businesses need to stay attuned to changes within their niche to remain relevant and competitive.
Conclusion
Microniches offer businesses and content creators opportunities to serve highly specialized audiences with tailored offerings. While they may not have the scale of broader markets, they can be profitable and rewarding for those who understand and meet the specific needs of their target audience.
There used to be a time when starting a business in a new space implied a market big enough which we called a niche.
Amazon, for instance, did just that. When it didn’t know whether the internet would prove the proper distribution channel and a new way of doing business. Rather than build an e-commerce selling anything. It started from a specific niche: books.
When it finally proved that e-commerce was a viable business model. Amazon expanded its selection. First in adjacent niches. Then in larger and larger niches. Until it reached a critical mass. And it stopped being e-commerce and it became a platform driven by a powerful flywheel and network effects.
As those digital tech giants like Amazon and Google were among the first to dominate the digital space. They were also the ones that now have the most control over the distribution of content and the purchases made over the internet (in the western world).
As new platforms that emerged throughout the first decade of the 2000s, like Facebook, Twitter and Instagram, the media industry got more and more consolidated into the hands of a few players, with an incredible grasp for digital business modeling.
Those new models implied a few key changes, which made digital businesses move:
It also made it possible for the same digital platforms to reach billions of users across the world. Thus redefining the concepts of niche marketing and market segments.
Enter the microniche era
Therefore, if you’re starting a business today you need to make sure to identify a potential target, by being as specific as possible.
Indeed, generally, micro niches represent a small part of potential customers within a broader niche, and while niches do have advantages, micro niches present even more opportunities in the short run. Some of them are:
Niche marketing is a strategy which premise is to target a subset of a market which can be of various sizes. Where a marketingstrategy focused on the whole potential market used to be effective when mass advertising was possible. A niche marketingstrategy can help position your brand more efficiently, nowadays.
Let’s start from a simple example. Let’s say you’re opening up a bookstore, looking for opportunities to kick off the store.
Where do you start?
The platform with the most data when it comes to books is definitely Amazon. You start from the Amazon broadest categories to start looking for opportunities:
There was a time when it was possible to stop there. As the web was not such a crowded space for you to start a business. However, nowadays you need to a lower level to look for your microniche.
Thus, saying something like “I’ll start from literature, or historic fiction” isn’t enough. Those are too broad. So where do you start?
Go a level down:
Within Amazon’s literature and historical fiction, we can identify a further category for us to start with. For this example I took something like “historical fiction” and went a level down:
I selected for instance, “Reinassance” as the key area within the micro-target I’m picking to kick off my business distributionstrategy.
Thus the process looks something like that:
Within that microniche you can see how the bestseller has quite some substantial reach:
The interesting thing is that what it might actually seem a very small audience it turns out to be a decent audience for a business which is starting out.
Indeed, by crossing the data from Amazon to the keyword volume for the book’s author “Johanna Lindsey” you can see how she is a micro-celebrity:
Example of how a microniche analysis uncovers the audience around a micro-celebrity and it opens up opportunities to kick off your business distribution (data: SEMRush)
It is interesting to notice how we uncovered a potential audience made of over four thousand people each month, by just doing simple research on Amazon and by crossing that with keyword volume.
Thus, if you were to start a bookstore in that category you might want to make sure to have all the books of that author available, create a content strategy around it.
And for instance, invite the author for an off-line session with her fans. While for instance, also transmitting that live online so that you can reach a wider audience and create the first set of loyal customers for your bookstore!
Key takeaway
As the web has become a crowded space, plenty of businesses which serve any kind of niche. Gaining traction in this scenario has become quite expensive. Therefore, it is important to identify a micro-niche, to kick off your customer base, and make you recognized among your potential customers.
A micro-niche has several advantages. Such as higher margins, better brand recognition and potentially a deeper connection with a smaller audience.
Thus, if you’re starting a business today you might want to start from identifying your micro-niche!
Case Studies
Tesla, Inc.:
Niche Market: Electric Vehicles (EVs)
Scaling Strategy: Tesla began its journey as a niche player in the electric vehicle market, targeting environmentally-conscious consumers and early adopters of EV technology. The company focused on developing high-performance electric cars with advanced features and long-range capabilities, catering to a niche audience passionate about sustainability and innovation.
Scaling Journey: Over time, Tesla expanded its product line, introduced more affordable models like the Model 3, and invested heavily in infrastructure development, including charging networks and battery technology. The company’s relentless focus on innovation, coupled with strategic partnerships and global expansion, has enabled it to scale rapidly and become a dominant player in the automotive industry.
Netflix, Inc.:
Niche Market: Online DVD Rental
Scaling Strategy: Netflix initially started as a niche online DVD rental service, offering subscribers the convenience of renting DVDs by mail without late fees. The company focused on providing a superior customer experience and leveraging data-driven algorithms to recommend personalized movie selections, catering to movie enthusiasts and early adopters of online streaming technology.
Scaling Journey: As streaming technology evolved, Netflix recognized the opportunity to pivot from DVD rentals to streaming media services. The company invested heavily in original content production, secured licensing agreements with major studios, and expanded its streaming platform globally. Netflix’s transition from a niche DVD rental service to a leading streaming entertainment provider demonstrates its ability to adapt to changing market dynamics and scale its business accordingly.
Airbnb, Inc.:
Niche Market: Peer-to-Peer Accommodation Sharing
Scaling Strategy: Airbnb started as a niche platform for peer-to-peer accommodation sharing, allowing homeowners to rent out their properties to travelers seeking unique and affordable lodging options. The company targeted budget-conscious travelers and individuals looking for authentic travel experiences, catering to a niche audience interested in alternative accommodations.
Scaling Journey: Airbnb’s innovative business model and user-friendly platform quickly gained traction, enabling it to expand beyond its niche market and attract a broader audience of travelers and hosts worldwide. The company diversified its offerings to include experiences, boutique hotels, and luxury rentals, while also investing in regulatory compliance and safety measures. Airbnb’s strategic partnerships, marketing efforts, and global expansion initiatives have propelled its growth and transformed it into a household name in the travel industry.
Warby Parker:
Niche Market: Affordable Eyewear
Scaling Strategy: Warby Parker entered the eyewear market as a niche player, offering stylish and affordable prescription glasses and sunglasses directly to consumers online. The company targeted cost-conscious shoppers and fashion-forward individuals looking for high-quality eyewear at a fraction of the price of traditional retailers.
Scaling Journey: Through its direct-to-consumer model, Warby Parker disrupted the eyewear industry by eliminating middlemen and offering a seamless shopping experience. The company expanded its product line, opened brick-and-mortar retail locations, and launched innovative initiatives like the Home Try-On program. Warby Parker’s commitment to affordability, sustainability, and social responsibility has resonated with consumers, driving its rapid growth and market expansion.
The Decision-Making Process
Mental Process:
Self-Reflection:
Begin by reflecting on your own interests, passions, and expertise. Consider areas where you have knowledge or a genuine enthusiasm.
Market Research:
Start with broad categories and explore them using online research tools like Google Trends, Google Keyword Planner, or social media trends.
For example, you might start with a general interest like “fitness.”
Narrow Down the Category:
Within the broad category, narrow down your focus. In the case of “fitness,” you might consider “strength training” as a more specific area.
Competitive Analysis:
Research competitors in the niche you’re considering. Look for both established businesses and newer players.
For “strength training,” you might find several established fitness equipment brands, but fewer specialized in home gym setups.
Identify Target Audience:
Define your target audience within the niche. Who are the people interested in “strength training”?
In this case, your target audience might be fitness enthusiasts looking to set up home gyms.
Evaluate Demand:
Use keyword research tools to assess the demand for your chosen niche. Look for keywords related to your niche and see if there’s search volume.
You might find keywords like “home gym equipment” or “strength training at home” with decent search volume.
Profitability Assessment:
Consider the monetization options within your niche. How do businesses in this niche make money? Are there affiliate marketing opportunities or the potential to sell products?
In the “home gym” niche, there could be opportunities to sell fitness equipment, provide online training programs, or earn through affiliate marketing for fitness products.
Passion and Long-Term Commitment:
Assess whether you’re genuinely passionate about the niche and willing to commit for the long term. Building a business takes time and effort.
If you have a strong interest in fitness and believe in the potential of the “home gym” niche, it’s a good sign.
Uniqueness and Value Proposition:
Consider how you can differentiate your business within the chosen niche. What unique value can you offer to your target audience?
For instance, you might focus on eco-friendly home gym equipment to stand out.
Feasibility:
Evaluate the feasibility of entering the niche, including startup costs, resource availability, and potential challenges.
Ensure that you have access to suppliers and resources for your chosen niche.
Final Decision:
After going through these steps, make an informed decision. If everything aligns – your interests, market demand, profitability potential, and commitment – you can choose your niche.
Key Highlights:
Microniche Defined: A microniche is a subset of potential customers within a niche. It is a specific and narrow segment of a broader market.
Importance in the Digital Age: In the era of dominant digital super-platforms like Amazon and Google, identifying a microniche is crucial for digital businesses to prevent competition against these large platforms.
Amazon’s Example: Amazon’s success story started from a microniche – selling books. As it proved the viability of e-commerce, it expanded into adjacent niches and eventually became a platform with network effects.
Shift in Business Models: The rise of digital tech giants led to a shift from linear business models to platform models, from sales funnels to flywheels, from word-of-mouth to virality, and from linear growth to exponential growth driven by network effects.
Advantages of Microniche: Micro niches offer several advantages, including less competition, high conversion rates, engaged communities, high margins, strong demand, and the potential for strong brand recognition.
Choosing a Microniche: To pick a microniche, you need to be specific. Going deeper within broader categories is necessary to find the right microniche. Research on platforms like Amazon can help identify potential micro-celebrities and their audiences.
Building a Business in a Microniche: Once you’ve identified a microniche, you can tailor your business strategy to cater to that specific audience. This might include offering specialized products, creating a content strategy, and engaging with micro-celebrities to build a loyal customer base.
Key Takeaway: In a crowded online landscape, identifying and targeting a microniche can be a cost-effective way to gain traction and recognition among potential customers. Microniche businesses often enjoy higher margins and better brand recognition within their specific audience.
Business model innovation is about increasing the success of an organization with existing products and technologies by crafting a compelling value proposition able to propel a new business model to scale up customers and create a lasting competitive advantage. And it all starts by mastering the key customers.
The innovation loop is a methodology/framework derived from the Bell Labs, which produced innovation at scale throughout the 20th century. They learned how to leverage a hybrid innovation management model based on science, invention, engineering, and manufacturing at scale. By leveraging individual genius, creativity, and small/large groups.
According to how well defined is the problem and how well defined the domain, we have four main types of innovations: basic research (problem and domain or not well defined); breakthrough innovation (domain is not well defined, the problem is well defined); sustaining innovation (both problem and domain are well defined); and disruptive innovation (domain is well defined, the problem is not well defined).
That is a process that requires a continuous feedback loop to develop a valuable product and build a viable business model. Continuous innovation is a mindset where products and services are designed and delivered to tune them around the customers’ problem and not the technical solution of its founders.
Disruptive innovation as a term was first described by Clayton M. Christensen, an American academic and business consultant whom The Economist called “the most influential management thinker of his time.” Disruptive innovation describes the process by which a product or service takes hold at the bottom of a market and eventually displaces established competitors, products, firms, or alliances.
In a business world driven by technology and digitalization, competition is much more fluid, as innovation becomes a bottom-up approach that can come from anywhere. Thus, making it much harder to define the boundaries of existing markets. Therefore, a proper business competition analysis looks at customer, technology, distribution, and financial model overlaps. While at the same time looking at future potential intersections among industries that in the short-term seem unrelated.
Technological modeling is a discipline to provide the basis for companies to sustain innovation, thus developing incremental products. While also looking at breakthrough innovative products that can pave the way for long-term success. In a sort of Barbell Strategy, technological modeling suggests having a two-sided approach, on the one hand, to keep sustaining continuous innovation as a core part of the business model. On the other hand, it places bets on future developments that have the potential to break through and take a leap forward.
Sociologist E.M Rogers developed the Diffusion of Innovation Theory in 1962 with the premise that with enough time, tech products are adopted by wider society as a whole. People adopting those technologies are divided according to their psychologic profiles in five groups: innovators, early adopters, early majority, late majority, and laggards.
In the TED talk entitled “creative problem-solving in the face of extreme limits” Navi Radjou defined frugal innovation as “the ability to create more economic and social value using fewer resources. Frugal innovation is not about making do; it’s about making things better.” Indian people call it Jugaad, a Hindi word that means finding inexpensive solutions based on existing scarce resources to solve problems smartly.
A consumer brand company like Procter & Gamble (P&G) defines “Constructive Disruption” as: a willingness to change, adapt, and create new trends and technologies that will shape our industry for the future. According to P&G, it moves around four pillars: lean innovation, brand building, supply chain, and digitalization & data analytics.
In the FourWeekMBA growth matrix, you can apply growth for existing customers by tackling the same problems (gain mode). Or by tackling existing problems, for new customers (expand mode). Or by tackling new problems for existing customers (extend mode). Or perhaps by tackling whole new problems for new customers (reinvent mode).
An innovation funnel is a tool or process ensuring only the best ideas are executed. In a metaphorical sense, the funnel screens innovative ideas for viability so that only the best products, processes, or business models are launched to the market. An innovation funnel provides a framework for the screening and testing of innovative ideas for viability.
Tim Brown, Executive Chair of IDEO, defined design thinking as “a human-centered approach to innovation that draws from the designer’s toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” Therefore, desirability, feasibility, and viability are balanced to solve critical problems.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
