In the middle of a crowded street at the Kotla market in Delhi, I noticed the above banner. It wasn’t the name that really caught my attention as much as its tag line – “Gym For All”! I couldn’t help wonder how on earth do the Multi-Gym owners go about marketing their gyms to “all”. I believe in the saying that “If everyone is your customer, then no one is your customer.” Targeting the general public is not only expensive but ineffective, which is why I love niche markets.
I have been working in a niche industry for about 4 years now. When people ask me what I do I tell them that I help companies share confidential information. I usually get a blank stare at that point with a look which says – “talk English please!” So I introduce them to the industry by giving them the following example: Continue reading →