For me, the reason we target a Niche market or product is only because there is less competition. Does that mean we can't find something that everyone would be potentially interested in? Of course it doesn't, I believe we just need to understand some concepts of what makes a Business or Product "Universal"

In this tutorial I am going to cover the following:
Examples of Universal Business
Examples of a Niche product
Example of making a Niche "Universal"

For my first example, I want to contrast two companies that started at the same time in a similar market, by two similar people.

You've probably heard of the first one. It's called Microsoft. You might have heard of the second one too, it's called Apple.

Both of these companies started out with Operating Systems. The contrasts start from here though.

Microsoft took the attitude : "We want to make a great Operating System and let anyone use it, it doesn't matter who makes the computer, they can load Windows onto it"

Apple on the other hand took the attitude: "We want to make a superior product, we will not only make the OS, but will also make the computer, the software, the hardware, everything"

Both companies did a pretty good job don't you think? Many people will agree Apple produced a superior product with their first computers, and continued to get better.

Did that superior product result in better sales though? Let's see what percentage of homes have Windows, and what percentage of homes have a Mac Computer:

Windows: 95%
Apple: 5%

So you can see here that Microsoft were using a Universal business plan, Apple were not. Apple of course got around this with the iPod, iPhone, iPad and iDontKnowWhatTheyWillMakeNext but it's interesting to see that even operating within something as global as Computing, you can still be very niche. Therefore, it makes sense that operating in something niche, you can still be very universal right? More on this later. Another example on page 2.


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This post is very good.. now I'm wondering how to position my little shopping portal and market like Google.
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DABK Premium
What's your little shopping portal about? Between the bunch of us, we might be able to come up with something good.
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bryonbrewer Premium
i find when I have a question like "how can i (whatever)?" the best thing for me is just muse on it for a few minutes every day, if I do it enough, eventually the answer will come when I least expect it, like I will have a train of thought or see something and suddenly think "wait, that's how I can do it!" maybe this will help you
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DABK Premium
Interesting post. A little change in perspective can take you a long way.

You can use the idea (enlarge the pool of buyers, change the pool of buyers without changing the product, with getting it universal being the best) every day.

I mean, you can sell a treadmill as an exercise machine to get you in shape; you can sell it to women to get trimmer legs. It's still a treadmill.

But it is best if you pick things that can be wanted by everybody.
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bryonbrewer Premium
yeah, exactly my point! glad i got it across well enough
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PMV Premium
Really liked this Dom, the examples really show the real world validity and ready application of what you are saying. Thanks :-)
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JohnnyMark1 Premium
Yeah Dom, that was thought provoking. Well done.
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bryonbrewer Premium
glad to help, when I first discovered this concept it was pretty inspirational
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kapp Premium
Interesting read Dom. Thank you.
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bryonbrewer Premium
no prob! thanks for reading
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