The world is now a series of markets…maybe your original market never was a single niche in the first place. But it’s much more complex today.

The objective is to find YOUR MARKET’s best niche in a shape-shifting world.

I was recently in on a conference call with other marketers who were all involved in the pet industry. Yes, that $70++ Billion industry.

I was invited to be on the call by a friend who knew me from prior years and only after I swore to him that I was not involved in the pet industry in any way  nor did I have a pet industry type client. It was a real secret-squirrel call.

Revelations Exposed By the Pet Industry Marketers Are Good for All

In increasing ways over the last 15 years, I had been a keen observer of how all of us need to take an ongoing look at our industry. I used to hire marketing consultants whom I felt had their ear closer to what’s working in marketing than I did for example.

While doing a gig for the huge Pitney-Bowes in the 1980s, I came across what I thought was unusual in the veterinarian world–a vet who’s entire service in the industry was large-animal heart surgery.

“How’d you get in this niche of the veterinarian world and do you have enough business?” I asked him. For the next 20 minutes I had my marketing eyes opened about the pet industry.

Amazon.com and Pet Industry Entrepreneurs

On the pet industry conference call I quickly learned why I was sworn to secrecy by my friend–and this may give you some insight to your own market, too.

All the pet industry marketers on the call–either employed  by large companies to independent marketing consultants all–were looking to learn about the joint supplement niche–pills for older large dogs’ aches and pains.

These were all TV’s Jack Hanna’s competitors–you know, where he turns his stiff older dogs into playful dogs that jump off the end of a dock to fetch stuff?

These marketers were looking at several potential private label concoctions to produce their own ‘stiff in the joints’ dog pill and sell it on Amazon.com.

Many on the call were not what I’d call sophisticated marketers either. Yet several of what I had thought of as unsophisticated already HAD their own dog pills and were developing quite a market with them.

“Oh, is that your brand?” was what I heard a lot of throughout the call as other marketers identified themselves to other dog pill manufacturers. These were solid marketers who knew what competitor intelligence could bring them.

Could Amazon.com Be Your Next Market?

There were a lot of takeaways I had from that call that could be applied to my own clients as well as business in general. I have written in years past about Amazon.com’s ride to the top and how people are looking at Amazon.com as their one-stop Internet warehouse–for just about anything.

Just the way Jeff Bezos imagined it.

Of course Wall Street has their own criteria yet a down year or quarter for the Amazon.com stock price should not dim your opportunity to really look into company as YOUR company’s new selling platform.

Business Opportunity Takeaways for Even the Smallest Marketer

I know of several brick and mortar businesses that also sell on Amazon.com with varying degrees of success.

They join literally thousands of home-office entrepreneurs who are earning a nice slice of their monthly income through this platform. I look at Amazon.com for the future as E-Bay used to capture attention (and still is providing a good income to thousands of businesses).

*** Is there some sort of product that you produce that can have mass appeal through the Amazon.com platform? It’s easy and cheap to test.
*** Do you know someone else who sells on Amazon.com whose knowledge base you can tap into?
*** Have you grilled your own consultant, business coach or other professional service provider about Amazon.com?
*** Have you done your own research into the Amazon.com platform?
Start looking into Amazon.com for your own business. With $88 Billion+ in sales and growing like mad, there is something you can do to sell the millions of customers–who already have their credit cards on file.
We said pretty close the same thing for 2014.  Sales have not slowed down for 2015–in fact they’ve increased.
Think about it, OK.  Markets are becoming increasingly fragmented. The proverbial ‘sweet spot’ in your market is changing.
Keep thinking. Keep a growing edge.
About Steve Lanning

Steve Lanning is a nationally recognized entrepreneur who has been creating his own paycheck since 1975 and loves to help others do likewise. As the founder of both the National Association of Business Coaches (sold in 2002) and the Consultants National Resource Center (for all marketers of professional services), he and his family have lived in three of the four states in our Quad State region. His passion is to see individuals and small businesses, start-ups to mature, discover and promote their strengths in building revenue streams individually, that, collectively, make for a strong region as reported on and celebrated by the Quad State Business Journal. He can be contacted at AdviceMarketing@gmail.com.

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