Boss Lady

Tips for building a business when your product is niche


Not every business sells a product that appeals to everyone. Some businesses are established because the founder is inspired to create a solution to a problem for a niche market. This doesn’t mean however that when starting out you can’t build a successful business.

Mother daughter duo, Sue and Ally Jago, were inspired to help Australian women that suffer from chafing after finding a gap in the market. They have faced challenges since launching in 2017, but despite their product falling into the niche category they have also had many successes.

Below are their top tips for building a business focused around a niche product:

1. Be Passionate and remember what inspired you

At the beginning you will have to work hard to establish yourself and your business. It took nearly four years to develop Bridgets, so you must be prepared to be patient. If you don’t love what you are doing it will make success harder. Set yourself achievable goals and don’t lose sight of what first inspired you to launch your company/product.

2. Be a quiet achiever

When you first decide to start your business, it’s important to remember that your opinion is the one that matters most. When telling others your idea, they may not understand your vision until it’s at fruition. It’s your business and you should start it the way that you want to. Begin your journey as a quite achiever and remember, if you put the time and effort in, you will see the results, and so will they.

3. Know your audience

If you are launching a niche product you need to know your audience. The best way to build your following and increase awareness is to learn what those that you are targeting want. Help them to understand why they need your product and what it can do for them. It’s also important to engage them and show success stories that they can relate to. Always remember that your audience is your greatest asset – they will learn about your brand and help you promote it.

4. Only spend what you can afford to lose

You need to be prepared to face financial challenges and this is where passion will again play a large role. If you cannot afford to invest what you need to get your business off the ground when you first have your idea, wait until you can or find another way. This isn’t to say that you shouldn’t pursue your business dreams, but make sure that you are in a position to launch before you do. This will give you the best chance of success, especially when you will be pitching to a smaller group of people and interest may not be instantaneous.

5. Think big and celebrate your wins!

Even if your product is niche, it doesn’t hurt to think big! When you start out you will face challenges such as capital outlay for stock, websites and marketing, but as your business grows you will see the turn around and results. Set big goals and don’t let others tell you that it isn’t possible. Regardless of whether you want to eventually sell your product wholesale, or you simply want to increase your customer base, it’s important to remember to celebrate the milestones that you reach. This will help remind you of your successes so far, and keep you motivated to reach the next goal!

Niche products are just as important as those that generate hype straight away. Like with any business, trust your gut, 99% of the time your first instinct is the right one. Set achievable goals, stay inspired and make sure that you surround yourself with a good support network that believe in your product as much as you.

About Ally Jago

Ally Jago is the Co-founder of Bridgets, an Australian brand that has developed the latest innovation in women’s undergarments, offering an effective solution to uncomfortable thigh rubbing. She has a wealth of invaluable customer service and communication experience, developed during her time working across luxury boutiques and from starting her own business with Co-founder Sue Jago (her mother). Ally is also the General Manager of interior design company Split Watermelon Design which was established in 2004.

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