If you want to be a big fish in a small pond, you need to make a splash.
In her new book “Riches in Niches — How to Make It Big in a Small Market” (Career Press), Susan Friedmann details how to become what she calls a “nichepreneur,” someone who's positioned him or herself as an expert in a specialized area.
Friedmann covers topics such as how to become a columnist in a trade publication related to your industry; how to score a speaking gig at a conference; how to create informational products you can market, such as home-study courses; and other ways a businessperson can create a prominent professional identity. Profiles of nichepreneurs who've done it themselves are highlighted throughout the book.
“At the same time that companies of every size explore niche markets, consumers increasingly demand that those products and services directly target their needs,” Friedmann writes. “There's a cycle of specialization at work, resulting in a public that wants experts for everything.”
