| I am a great admirer of businesses that serve and | | | | A 24/7 internet based television network of quilting |
| market to one or a small number of niches. It's such a | | | | shows, tips, and, of course, advertisements for all the |
| great business model and one of the fastest ways to | | | | things quilters love. I heard about it from another quilter |
| grow a business. I know one marketer who develops | | | | and as soon as I discovered it, my productivity |
| websites exclusively for life coaches, another business | | | | dropped like a rock off the top of the Empire State |
| that develops marketing programs for the spa and | | | | Building. Did I mention it's all quilting all day, right on my |
| pool industry, and another business that specializes in | | | | computer screen? What's a quilter to do? |
| providing tax services for clergy. And they're all busy! | | | | The quilting community is a great example of a |
| When they develop their marketing materials, services, | | | | profitable niche. Whenever I go to my quilting group or |
| and products, they are able to speak to a very | | | | participate in a quilting event, I pick up a new tip, learn |
| specific segment of the population. Niching allows them | | | | about a new tool or pattern, or meet a new quilter. |
| to "go deep" into the needs and problems of one | | | | And we talk. A lot. "Have you been to the new quilt |
| particular profession or demographic. For example, | | | | store?" "Have you seen this new tool?" "Have you |
| clergy have very specific tax situations with their pay, | | | | tried this pattern?" Word spreads like a wild fire |
| housing allowances, and Social Security taxes. A tax | | | | through the quilting community when we find something |
| preparer specializing in this market can market to a | | | | new that we like. |
| very specific segment of the population (members of | | | | The quilting niche is made up of 22 million happy |
| the clergy) with a specific set of challenges | | | | quilters. It's subdivided into any number of smaller |
| (specialized tax rules applying only to clergy). I have | | | | niches--traditional appliqué, machine quilting, hand |
| also seen a similar service for truck drivers who have | | | | quilting, trapunto, redwork, etc. It is a hungry market--we |
| specialized tax rules, too. | | | | can't get enough fabric, tools, and patterns. |
| Recently, I have discovered a new medium aimed at | | | | What hungry markets can you tap into to build your |
| one of my favorite niches--quilters. I have a confession | | | | business to the next level? Serving a niche is the |
| to make...When I'm not helping my customers grow | | | | difference between trying to find a needle in a |
| their businesses, I can usually be found stitching away | | | | haystack or walking into a room full of quilters and |
| on my sewing machine. (Hi, my name is Caroline and | | | | offering them a good deal on sewing machine needles. |
| I'm a quilt-a-holic.) | | | | Which one will give the greatest return on your |
| The new medium is an online Quilters News Network. | | | | investment? |