Customer NeedsThe things that a customer needs to accomplish with a product or service. For example, a customer who needs ice skates specifically designed for freestyle moves.
experience of interacting with your brand, products and services. For example, a customer purchasing a crystal glassware product who finds it difficult to determine if it contains lead. This represents an opportunity for a niche competitor that bases their entire brand around being lead-free.
Look & Feel
PriceTargeting customers by their price sensitivity in a product category. For example, a parent who needs an entry level pair of ski goggles for a child. The parent isn't overly price sensitive but wants a quality item at a value price without any concern for brand image.
Value For Quality
QualityOffering the market a unique level of quality. For example, packaging a product in a wooden box that is usually packaged in plastic.
Fit for Purpose
DemographicsProducts that serve a particular demographic such as a smart phone app for seniors.
think. For example, a bicycle helmet for customers who prioritize health & safety that greatly exceeds safety standards.
Urban / Rural
Customer behavior such as their shopping habits, brand loyalty and hobbies. For example, a desk chair for heavy users such as employees who work from home such that they need durability, comfort and safety at a reasonably price.
Health & Safety
GeographicNiches based on locations such as the only hotel directly connected to an airport or only Japanese restaurant in a small town.
Events & OccasionsProducts and services that relate to a point in time such as a birthday or industry conference.
Awards & Recognition
Rites of Passage
|Overview: Niche Market|
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