How niche players can compete against big brands

Being the little fish in a small pond can be advantageous for young entrepreneurs.

If any company can prove that banking on a niche product can return a goldmine, it’s Warby Parker.

But rather than designer eyewear for a fraction of the price, Warby Parker co-founder Jeff Raider recently set his sights on something even more niche: men’s grooming. With the launch of his ecommerce-shaving-accoutrements store Harry’s, Raider is planning on redefining the grooming market, much like he and his co-founders did with eyewear.

As with any highly-specific product or service, Raider had to find a way to angle his startup to standout. What could he change about the men’s grooming industry that could make a difference in the eyes of customers? As it turns out, the way men interact with razors is as old as… well, facial hair.

…to read this article in full, visit leading US entrepreneurial resource entrepreneur.com

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