The Professor’s Corner By Dr. Son Tran - Tip #11 - Find Your Niche

What it Means

Trying to serve everyone often means serving no one well. Finding a niche allows your business to specialize, become recognized for something specific, and attract loyal customers who value that expertise. It’s not about being small — it’s about being focused and distinctive.

Stories from the Business World

Dollar Shave Club began by targeting one narrow group: men frustrated with the high price and complexity of razors. Their humorous message — “Shave time. Shave money.” — resonated so strongly that the company grew into a $1 billion acquisition by Unilever. In contrast, many startups fail because they never define a clear market or problem to own.

Ways You Can Use It

- Identify one need or customer pain point you can solve better than anyone else.

- Focus your resources and marketing message around that unique strength.

- Build community around your niche through specialized knowledge or service.

- Avoid the trap of expanding too fast before mastering your first core audience.

Fun Examples

OatMeals, a café in New York City, became famous for serving only oatmeal — sweet or savory, customized to perfection. Its success proved that doing one thing exceptionally well can turn a simple idea into a beloved brand. Similarly, specialty bookstores like The Mysterious Bookshop in Manhattan, one of the world’s oldest mystery-only bookstores, attract devoted readers who seek expertise and community rather than casual browsing.

Final Thoughts

Your niche is where passion meets precision. Once you dominate a niche, expansion becomes easier and more natural — but it all starts with focus.

Dr. Tran teaches business and entrepreneurship at SUNY Cobleskill Ag & Tech.