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 The Solopreneur Life | Passive Income | Home Business

Niche Marketing Examples

  • By Gregory Rouse
  • 03 Apr, 2019

10 super successful niche marketing examples.

Here's a list of 10 niche marketing examples that became super successful... This list was complied from past posts.

Niche Marketing Example 1: Martin Bruckner’s Spaghetti Toes

OK, you’re going to love this niche art business.

Martin Bruckner lives in Omaha, Nebraska with his wife and daughter. 


Bruckner launched a Tumblr site — Spaghetti Toes — that’s dedicated to the absurd things he hears under his roof on a daily basis. I’ll let him explain:

Some are said by me, some by my wife, but most by my wonderful 2-year-old daughter, Harper Grace.

The name ‘Spaghetti Toes’ comes from my wife saying to my daughter ‘Please don’t put spaghetti between your toes’ at the dinner table. I said to my wife, ‘Did you actually just say those words?’ and Spaghetti Toes was born.”

So how is this a niche business?

Well, Bruckner creates drawings that are based on the stuff he hears. He then collected the drawings and published a book. Now he sells his art on Etsy at a store called Harp & Squirrel .

At the Etsy shop you also can submit one of your kids’ quotes, and Bruckner will create a custom piece of artwork (the angry eyebrows piece was made for a customer). Harp & Squirrel also sells custom-designed burp cloths and pacifiers.

Want to learn how to create passive income as an artist? Click Here

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Niche Marketing Example 2: A Niche Business That Helps the Planet

If you’re like me, you’d love to create a sustainable business that helps the planet.

Matt and Jill Reed of Portland, Oregon, have done it.

Matt caught “bee fever” in 2008 when he came home and found a struggling bee on a windowsill.

He gave it heated honey on a plate. The bee devoured the honey and flew away. Four hours later, bees began showing up at the Reeds’ apartment.

Matt was inspired, and one month later he had his first beehive. He built more beehives and began blogging about beekeeping. People contacted him about purchasing hives, so he created Bee Thinking, which sells beekeeping supplies, bee swarm-removal services, beekeeping classes, and hive consultations to beekeeping hobbyists.

Bee Thinking sells foundation-less beehives that it builds in its mill in Portland. Bee Thinking uses kiln-dried Western Red Cedar from the Pacific Northwest. In addition to selling products, the business provides how-to information at its website and at the Bee Thinking YouTube page .

Jill is a poet, writing instructor, and co-editor of Winged: New Writing on Bees, a forthcoming anthology of modern literary writing about honeybees.

Sometimes the Niche Finds You

The Reeds’ experience is an example of the niche finding you, not you finding the niche. First, they had an interest in bees. Then, the market asked him to meet a need. More often in solopreneurship, a person wants to start a business. Then she looks for a niche and tries to uncover a need it can meet for the niche.

Saving the Plant

So, how are the Reeds helping to save the planet? They’re trying to reverse the decline of the planet’s bee population.

Bee pollination is critical to plant and animal life. Between 1947 and 2005, the number of bee colonies in the United States declined by more than 50 percent, from 5.9 million to 2.4 million, according to HoneyLove.org, a nonprofit that inspires and educates new, urban beekeepers. Researchers say the disappearance is likely due to a combination of viruses, pesticides, and contaminated water, which makes bees more susceptible to everything from stress to parasitic mites.

Want to create your own niche business that also helps the planet? Click Here

Sources

1. The Christian Science Monitor, “Chelsea and Rob McFarland Lure People Into a Sweet Science: Beekeeping” 
2. HoneyLove.org 
3. BeeThinking.com

————

Niche Marketing Example 3: Photos of Dead Outlaws

In my ongoing quest to find examples of interesting niche markets, I give you Ira Sumner, a Northfield, Minnesota photographer who lived in the 1800s. Sumner possessed a peculiar talent: taking portraits of dead men.

The entrance to the First National Bank of Northfield, Minnesota is on the left side of this photo

And September 7, 1876, was Sumner’s lucky day. That’s when an eight-man gang of outlaws were foiled in their attempt to rob the First National Bank of Northfield, Minnesota.

The robbers included legendary criminals Jesse James, Frank James, and the three Younger brothers: Cole, Jim, and Bob. Two members of the gang — Clell Miller and Bill Chadwell — were killed during the raid. The others escaped.

The day after the robbery attempt, the shirtless bodies of Miller and Chadwell were hauled up to Sumner’s second-story studio in downtown Northfield. The 31-year-old Sumner, a native of Coral, Illinois, propped up the dead men in sitting positions and made at least five exposures.[1]

The Miller photo is remarkable. Author Mark Lee Gardner describes it well:[2]

Clell Miller’s eyes were frozen in a look of surprise. A dark ribbon of dried blood flowed down from a jagged hole in Miller upper chest and he had large welts on his forehead where Elias Stacy had peppered him with a shotgun.

Chadwell’s photo isn’t as expressive as Miller’s. Gardner writes:

Chadwell seemed to glare, his narrow eyes fixed in a look of defiance. He had a small hole above his heart…and the dried blood ran in a straight line to his waistband.

(The Sumner photos are easy to find; just do an online search of the gang-member’s name.)

Sumner — knowing that public interest in the Northfield raid was enormous — made postcards from the exposures. But Sumner couldn’t have imagined the demand: he sold more than 50,000 in the two months following the raid. If Sumner sold the postcards at 5 cents apiece, he grossed at least $50,000 in today’s dollars.

Two weeks later a third member of the gang (Charlie Pitts) was killed and the Younger brothers were wounded and captured. Word of Sumner’s success must have traveled quickly because a photographer in Mankato, Minnesota made exposures of:

• Pitts (shirtless with eyes open), who was killed by a bullet to his chest

• Cole Younger, who was wounded by a bullet that lodged behind his right eye

• Bob Younger, who was unscathed; and

• Jim Younger, who took a bullet to the mouth but survived

The Youngers’ sister Henrietta came to Faribault, Minnesota, when her brothers were awaiting trial. Sumner sensed a new opportunity. He believed a portrait of the outlaws’ teenage sister would be another moneymaker. He offered Henrietta $500 if she would sit before his camera (roughly $10,000 in today’s dollars), but she turned him down.

Sumner died in 1918 and is buried in Northfield’s Oaklawn Cemetery.[3] But his work lives on.

In 2007 a Colorado man named Benjamin Nystuen donated 12 of Sumner’s glass-plate negatives to the Northfield Historical Society. The negatives are considered priceless.

Nystuen received the negatives in 1985 from his father, Elmer Nystuen, who operated the Phillips 66 gas station in Northfield between 1928 and 1948. Elmer got them from Stuart Sumner. He was the son of Ira Sumner. Stuart Sumner gave the negatives to Nystuen’s father, a friend, either to repay a debt or for safekeeping.

Want to learn how to create passive income from your own photos? Click Here

Sources

1. Minnesota Historical Society Directory of Photographers 
2. “Shot All to Hell,” by Mark Lee Gardner, 2013
3. Find A Grave, Ira Emerrill Sumner 
4. “Alumnus donates James-Younger Gang images to Northfield,” by Nancy Ashmore, May 30, 2007

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Niche Marketing Example 4: The Goalie Coach Who Found a Niche on the Ice

The Niche: Teaching young hockey players in Finland how to be goaltenders.

The Man: He’s called the High Priest, the Yoda, the Obi-Wan-Kenobi, The Oracle, The Zenmaster of goalie coaches.

Urpo Ylönen (right) works with one of his first standout pupils, Miikka Kiprusoff, who played for Calgary in the NHL.

His name is Urpo Ylönen. People call him Upi. He lives on the southwest coast of Finland in the city of Turku. He’s an unassuming 70-year-old. His office is a sheet of ice.

He uses unconventional methods to teach a unique style of goaltending. (Who knew there was a different way to stop a puck?) And his work over the past 20 years is yielding the finest goaltenders in the world. Consider:

• Before 2002, no Finnish goaltender had ever held a starting role in the National Hockey League. But suddenly a country with a population of 5.4 million people was producing one-sixth of the NHL’s starting goalies.

• In the last five Olympics, Finland has won more medals (4) in mens hockey than any other country.

• In January Finland won the World Junior Championships, an annual tournament for players who are under 20 years old.

Last week one of the Finnish goalies, Tuukka Rask, stoned Team USA in the bronze-medal game at the Olympics, as Finland routed the Americans, 5-0. A few days earlier, Rask and the Finns defeated Russia.

If you connect the dots…one man’s work has changed the balance of power in international hockey. How about that?

Upi’s knowledge came from careful study of the world’s best goaltenders. Beginning in 1963 and continuing for 14 years, he was Finland’s goalie for international competitions. As The Atlantic observes, during the 14 years he spent playing for Finland in international competition, Upi was exposed to every goaltending style of the era.

He melded the styles and in the process developed a philosophy of goaltending that’s uniquely his.

The hockey world now travels to Turku, trying to divine how Upi does it. A few hockey programs, including next-door-neighbor Sweden, are trying to duplicate the organizational training system that Upi has built in Finland. But the man is cagey. He’s not giving away his secrets. He says he teaches fundamentals. He says he teaches a mind-set.

Note that he considers himself a teacher, not a coach. Maybe that’s his secret.

————

Niche Marketing Example 5:  A New Niche That Revolutionized Major League Baseball

Niches can meet known or unknown needs.

The latter was the case with Bill James, who in 1977 was working as a night watchman at a Van Camp’s pork-and-beans cannery in Kansas City when he began his assault on Major League Baseball’s conventional wisdom.

Bill James

James, a solopreneur in every sense of the word, created a new niche that eventually:

• Changed the way professional sports in America are managed and played

• Inspired a multi-million-dollar sports-data industry

• Spurred the creation of a political website that uses James’s principles to predict election results

• Helped break an 86-year-old jinx

• Led to the creation of a movie starring Brad Pitt

How did it happen?

Stories Used to Explain Stats

Bill James was born in 1949 in Holton, Kansas. He earned English and economics degrees from the University of Kansas and then enrolled in the U.S. Army in 1971. After leaving the army, James was an aspiring writer and obsessive baseball fan.

So he began writing esoteric essays about baseball. A typical James piece posed a question (“Who was faster: Mickey Mantle or Willie Mays?”), and then presented data and analysis written in an informative, humorous style that offered an answer.

A Triumph of Self-Publishing

Editors at baseball publications in the 1970s considered James’s pieces so unusual that they were unsuitable for their readers. (Ironically, many of those publications now are out of business; they would be data powerhouses today if they’d recognized and capitalized on the potential of James’s work.)

Copies of the first editions of Bill James’s “Baseball Abstract”

Unfazed by the rejections, James placed a bet on himself in 1977: he self-published a book titled “The Baseball Abstract.” The cover said: “Featuring 18 categories of statistical information that you just can’t find anywhere else.”

The book presented 80 pages of in-depth statistics compiled from James’s study of box scores from the preceding season. James offered the book for sale through a small ad in The Sporting News.

Sales were:

1977, 75

1978, 325

1979, 600

1980, 750 (including an order from Norman Mailer. James returned Mailer’s five-dollar check, but Mailer sent it back to James with a note: “If ever an author earned his five dollars, you have.”)[1]

As of 1981, James hadn’t cracked the $10,000 barrier yet for revenue. “It’s been discouraging,” he said “but not as discouraging as having to get out of bed in the morning and go off to work.”[2]

Then two things happened:

• National media found him. Esquire magazine asked James to write a baseball previews. Sports Illustrated published a long, admiring reviewthat said, “James softens the relentless march of statistics with his writing, which is spry and graceful.” (When SI interviewed James, it said he was working out of “the tiniest room in the tiniest house in Lawrence, Kansas.”)

• James’s bold predictions regarding player performance ended up being correct.[3]

By 1982, Ballantine agreed to publish and distribute future editions. James’s reputation took flight soon thereafter.

The Book of James

I first read Baseball Abstract in the early 1980s. I was a baseball fan, a stats freak, and I played APBA Baseball[4] for countless hours. James’s writing blew my mind. His viewpoints went against everything I thought I knew. His writing was heresy, the baseball equivalent of being told the Earth wasn’t flat:

• RBIs are a grossly overrated statistic

• Fielding averages are worthless (James said field average is “an excellent measure of a player’s ability to get out of the way of a potential error”)

• Bases on balls correlate to winning more than home runs do

Essentially, James was saying to the baseball establishment: for 100 years you’ve been using flawed information to draft, play, and pay your baseball players. Time has proven that he was correct.

James’s approach eventually came to be known as sabermetrics. Attempts to imitate James’s work spawned a torrent of books, articles, games, and websites that continues to this day.

The Ultimate Validation

By the late 1990s, people who grew up reading James’s work began reaching decision-making positions with Major League Baseball teams.

One of those teams was the 2004 Boston Red Sox, which employed James as a consultant and hired sabermetrics believer and whiz kid Theo Epstein as its general manager. The 2004 Red Sox won their first World Series title since 1918, thereby breaking the “Curse of the Bambino.”[5]

The Red Sox triumph was the ultimate validation of James’s work.

Sports franchises are copycats, and every MLB team began using James-based principles. Sabermetrics spread to basketball, football, soccer, and then beyond sports.

Applied to Politics

Eventually a baseball sabermetrics pro named Nate Silver applied statistical models to the study of politics, particularly elections, and published the results on his blog FiveThirtyEight.com, which has developed partnerships with The New York Times and ABC News.

The Brad Pitt Connection

Author Michael Lewis wrote “Moneyball: The Art of Winning an Unfair Game,” which was published in 2003. “Moneyball” told the story of the Oakland Athletics baseball team and its general manager Billy Beane. “Moneyball” focused on the team’s sabermetric approach to assembling a competitive baseball team, despite being a “small-market,” low-revenue franchise.

The 2011 film “Moneyball,” starring Brad Pitt as Billy Beane, was based on the book.

Why Bill James Succeeded

Bill James wasn’t the first individual to analyze baseball statistics in new ways. Indeed there were other people crunching numbers in their basements in the late 1960s and early 1970s. Why did James’s work catch on when other people’s didn’t?

1. He had an obsessive passion for his subject.

2. He fearlessly challenged conventional wisdom.

3. He didn’t try to appeal to a mass audience. “I was very happy to spend eight pages discussing how many camels could rest in the on-deck circle of a theoretical ballpark. Some people liked it, some people didn’t.”

4. By sprinking analysis onto a commodity (raw data), he created a valuable asset. The dominant baseball publication of the 1970s, “The Baseball Encyclopedia,” traded in commodities. James’s stuff was value-added. In the introduction to one of his books he writes: “This is an effort to put on record a couple of types of information which escape the Encyclopedias…I figure that I sell two things, a novel way of looking at the statistics which brings out insights you can’t get otherwise and the general truths which emerge from that.”

5. He took risks (shopping his first articles to publications).

6. He didn’t let rejection stop him.

7. He was extremely self-reliant (self-publishing was rare in 1977).

8. He possessed unwaivering belief in his work.

9. He used proof and storytelling to sell his ideas.

10. He created a community, the Society for American Baseball Research, for the study of baseball analytics. It’s a rabid community with a membership of more than 7,000. SABR has taken baseball analytics further than James could’ve himself.

Today, James still writes books and provides advice to baseball teams. He publishes a subscription-based website, BillJamesOnline.com.

Want to learn how to speed publish your own books? Click Here

References

[1] Sports Illustrated, “He Does It By the Numbers,” Okrent, Daniel, May 25, 1981

[2] Sports Illustrated, “He Does It By the Numbers,” Okrent, Daniel, May 25, 1981

[3] APBA Baseball was a baseball-simulation table game that used cards to represent each major league player, boards to represent different on-base scenarios, and dice to generate random numbers.

[4] The Curse of the Bambino was baseball lore that evolved from the failure of the Boston Red Sox to win the World Series in the 86-year period from 1918 to 2004. The curse supposedly was the result of the Red Sox owner Harry Frazee selling Babe Ruth (the Bambino) to the New York Yankees in order to finance the production of a Broadway musical.

[5] In 1981, James correctly predicted that Fred Lynn’s offensive production would fall dramatically after being traded from hitter-friendly Fenway Park to pitcher-friendly Anaheim Stadium. James was one of the first people to identify that specific ballparks significantly affect players’ statistics; today it’s a given.

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Niche Marketing Example 6: The Chair Guy at Franklin Barbecue in Austin, Texas

You could go a long way and not find a cooler niche business than this one: Derek Kipe, the Chair Guy, rents folding chairs to people standing in the legendary line for Franklin Barbecue in Austin, Texas.

The line starts here for Franklin Barbecue. (Photo: FranklinBarbecue.com )

Kipe charges $5 per rental, with a shade umbrella included at no extra charge. Renters get to use the chairs until they reach the barbecue entrance.

Of course, Kipe wouldn’t be in business if Franklin Barbecue wasn’t special.

In 2011, Bon Appetit named Franklin Barbecue the best barbecue spot in the country and said owner Aaron Franklin is “a BBQ genius.”

Derek Kipe, the Chair Guy, rents chairs from his spot across the street from Franklin Barbecue. (Austin American-Statesman photo)

I first heard of Franklin Barbecue this morning from a friend of mine who was standing in line. He told me the first person in line got there at 6:01 a.m. Franklin opens at 11 a.m. and serves until they run out of food. They’re open Tuesday to Sunday, closed on Mondays.

Kipe got the idea for the chair business while standing in line at Franklin Barbecue. “I said, ‘Why isn’t anyone renting chairs?'”

The Chair Guy uses Facebook, and his page says he launched the Chair Guy business on November 1, 2012. He joined Facebook April 17, 2013.

Here’s a sampling of his posts.

Today 
Have a great Saturday. Enjoy the BBQ. As always comfort is key.

January 17, 2014 
It’s going to be a great day. I’m here for you. I’m set up and ready to provide comfort. Enjoy your stay and some super BBQ.

Oct. 30, 2013 
Have a good stay. No chair rental today. Mrs Chair Guy and I have new home dreams. I need attend. Hope to see you tomorrow.

Sept. 13, 2013 
Have a great Friday the 13th. I’m set up, renting and ready. As always I’m here for your comfort. Free shade umbrella with chair rental.

Aug. 27, 2013 
Chairs cleaned. I really feel a sense pride and it feels good. See you tomorrow.

Cleans chairs. The Chair Guy cleans the chairs on “Maintenance Monday.”

July 22, 2013 
Monday=maintenance. All chairs are in good shape. See you tomorrow.

Aaron Franklin is no slouch at social media. He uses YouTube for a series of high-quality videos titled, “BBQ With Franklin.” Check out the brisket episode.

—————

Niche Marketing Example 7: 5-Hour Energy Went From Zero to $1 Billion in Less Than 10 Years


In my ongoing look at cool niche businesses and products, I take the measure of a product that launched a new niche market: the “energy shot.” It’s not the first product that’s taken the size tack; another is Tic Tac, the tiny breath-freshener product that was introduced in 1969.

The Need/Want: A small-portion energy drink
The Business: 5-Hour Energy
There are many ways to skin a niche. One is by size. That’s what Manoj Bhargava did when he created his now-ubiquitous, 2-ounce “energy-shot” product, 5-Hour Energy.

The idea for 5-Hour Energy came in 2003 when Bhargava attended a natural-products trade show in Anaheim, Calif. He told Forbes.com:

“At one booth, reps peddled a 16-ounce concoction claiming to boost productivity for hours. Bhargava took a swig. “For the next six or seven hours I was in great shape. I thought, Wow, this is amazing. I can sell this.” 

Bhargava made three outside-the-box determinations at the start: he didn’t think a 16-ounce size would sell; he didn’t want to compete with Red Bull, leader in the energy-drink category; and he didn’t want to share fridge space with Coke or Pepsi. The answer was an energy drink sold in 2-ounce portions.

Bhargava still owns 5-Hour Energy through his privately held company, Living Essentials of Farmington Hills, Mich.

The company doesn’t report revenue or profits, but reports in the business press have estimated that more than $1 billion worth of 5-Hour Energy is sold annually, and Living Essentials nets roughly $300 million. (How about that? From zero sales to $1 billion in less than 10 years.)

As of 2012, 5-Hour Energy commanded 90 percent of the energy-shot niche market it created.

Bhargava, whose net worth is estimated at more than $1 billion, was born in India and moved to the United States in 1967 with his family when his father pursued a degree at Wharton.

——————

Niche Marketing Example 8: Diaper Genie 

Niche businesses can be described in four words: See need. Meet need.

Consider diapers.

The Need? A convenient way to dispose of diapers.
The Business? Diaper Genie 

Last week I went in for a haircut. The woman who cuts my hair just returned from maternity leave, and I asked: “How do you like your Diaper Genie?”

“I love it. I can’t live without it.”

If you’ve ever owned a Diaper Genie, you’re nodding your head in agreement.

Sometimes the best way to illustrate niche business is to look at a niche product. The Diaper Genie belongs in the Niche Product Hall of Fame.

According to the internets, the Diaper Genie was invented in the 1990s by entrepeneur John Hall, owner of Mondial Industries. In 1999, Playtex Products purchased Diaper Genie from Mondial Industries for $75 million. (And Amazon paid $575 million for a website that sells diapers.)

See need. Meet need.

———————

Niche Marketing Example 9:  Walt Disney and Disneyland

You might be surprised to learn that when Walt Disney conceived of Disneyland in the early 1950s, he was a broken man in a tortured state of mind. 

He was bogged down running Disney studios, and he’d become alienated from the artists who worked there. The constant demands on his time — combined with his perfectionist nature — had created a toxic working environment.

Disney retreated, both physically and mentally. He began spending more and more time working and playing with the toy train sets in his backyard.

Incredibly, he reached a point where, for a full year, he spent all of his time with his trains.

But in those backyard days, according to the biography Disney: Triumph of the American Imagination, Disney conceived of Disneyland, a magical place where dreams would come true. 

By any measure, Disneyland was an audacious vision, but we know that it was successful beyond anyone’s imagination — except perhaps Disney’s.

Disneyland was Disney’s perfect niche because it was the perfect confluence of his:

Passion (creating wonderful worlds)

Capabilities (imagination, creativity, capacity for working long hours, and salesmanship), and

Marketplace needs (a mobile, affluent, fast-changing America that wanted to find happiness; an emerging television industry that needed content).

—————————

Niche Marketing Example 10: Bob Chandler and Bigfoot

Solopreneurs are frequently encouraged to “find your niche.” I disagree with that advice.

Don’t find your niche. Create your niche.

As an example of what niche creation looks like, consider the story of Bob Chandler, the St. Louis construction worker who became a legendary figure for turning a weekend passion into a multimillion-dollar industry.

As this article in American Profile explains,

In 1974, Chandler purchased a Ford F-250 pickup truck to haul tools and equipment during the week and to take off-road excursions through the Missouri countryside on the weekends. Within a year, his newfound passion for four-wheeling turned into a business and he opened a parts and service shop, the Midwest Four-Wheel Drive Center, in Hazelwood, Missouri.

It turned out that Chandler was his own best customer, as he routinely bent, buckled and broke his truck during his hill-climbing, mudslinging adventures. Each time his truck broke down, he rebuilt it slightly bigger and stronger.

Chandler painted the nickname Bigfoot on his truck, which had grown to monstrous proportions. By 1979, Bigfoot was receiving so much attention from off-road enthusiasts that a promoter asked Chandler to bring his truck to an auto show in Denver, Colorado.

When Chandler began smashing cars as part of Bigfoot’s routine, the monster-truck phenomenon was born. In the early 1980s, a fledgling sports television network in search of programming — ESPN — began broadcasting monster-truck events. Monster-truck competitions quickly grew into a multimillion-dollar industry.

Today, 38 years after purchasing his F-250, Chandler no longer competes, but he remains active in the sport and oversees his 17,000-square-foot Bigfoot facility and four-wheel drive shop in Hazelwood. And Chandler’s legend will live on, as he was inducted into the Monster Truck Hall of Fame’s first class of honorees, in 2011.

Create Your Niche

Think about that. Chandler took a weekend pastime and turned it into a niche business. The business grew into an industry, and the industry became so large that a hall of fame was created for it.

That’s niche creation at its finest.

It's Your Turn Now

Click Here if you want to learn how to create an employee free NICHE business that’s portable, scalable, and produces passive income


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