Home featured Expert Featured Leadership Expert How to go niche without alienating your existing market Loren Webb June 3, 2019 If I had to distil everything I’ve learnt into one tidy takeaway, it’s this – specialising is the key to building a sustainable and scalable business. The most memorable brands do one thing – or a handful of things – really well. They don’t try to do it all. Going niche has endless benefits. It narrows down the competition and makes it easier to connect with your audience. By doing that, it helps your company to build a loyal consumer base – and a solid brand identity. It’s also more affordable. When I came up with the idea for GoodnessMe Box, I knew niche was the only option. In 2014, subscription boxes were fairly new to the market, especially in Australia – and there were none offering healthy food. I spotted a specific gap, and I wanted to fill it. A niche is three things – identifiable, unique and scalable . With that in mind, here are my tips for thriving in a niche market without alienating future/potential markets. Hammer out your unique selling proposition Your USP defines your brand and guides everything you do, from product development to marketing campaigns. Try to look beyond the quality of your products to come up with a USP that combines a few aspects of the consumer experience. GoodnessMe Box delivers a box of food to your door each month – but every