Niches Suck

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Do you ever get the feeling that something isn’t right?

That’s how I felt about the conventional wisdom that the right path for any small software company is to find and focus on a niche.

When I came across the article Niches Suck, I had a revelation.

Our obsession over niches is largely about fear, over feeling that we could never compete with other companies (look! they have employees & christmas bonuses!).

So we have to focus on some market so teensey tinsey that nobody else will notice. We imagine that being in such a small market means that marketing and sales will be automatic. After all - nobody else is clogging up the channels.

But in reality, small markets can be very hard to target. If you can’t deliver your message to large groups, then you have to take it to each customer. That drives UP the cost per sale.

The truth is,  The amplifying power of the net doesn’t reach all markets. Even today, the % of drywall contractors reading drywall blogs is minuscule.

So, PLEASE, don’t just choose a niche. Choose a market.