Selling Six Toed Running Shoes... or, Competing In A Crowded Market

MichaelHiles · 11-21-2009, 11:31 PM

There's a solid strategy to compete in a very crowded market that sort of has it's roots in the "differentiate or die" era. However, product-centric differentiation is just that - all about the product, not the customer.

These days, the way to penetrate a crowded market is split the crowd. Narrow the scope and fire the rifle.

If I were to start a tennis shoe company selling running shoes to people, I am probably not going to be successful with the shotgun scatter. I have no target customer so I can't really tell any story, and the industry is filled with major players.

But if I decided that I was going to sell running shoes to six toed people, well, that's a different story. I can go find the World Association of Six Toed People, and find a very concise list - and prepare my marketing accordingly.

BUT WAIT... ISN'T THAT SELLING OURSELVES SHORT? THERE ARE FAR MORE RUNNING SHOE BUYERS OUT THERE BESIDES SIX TOED FREAKS OF NATURE! (no offense to readers with six toes intended - but our DNA does sort of indicate 5 per foot on a widely proven basis)

Well, yes. However, your message will get lost. You aren't going to compete against bigger players because you don't have the budget or the brand.

However, you can make sales just like the big guys - one at a time. And when you saturate your tiny niche, you can move on to another tiny niche... running for lesbian horticulturists. Or something.

Eat the elephant, one bite at a time.

Martin Luxton · 11-22-2009, 02:54 AM

Quote:

Originally Posted by MichaelHiles

However, you can make sales just like the big guys - one at a time. And when you saturate your tiny niche, you can move on to another tiny niche... running for lesbian horticulturists. Or something.

Or go really long tail - running for six-toed lesbian horticulturists.

Martin

Jill Carpenter · 11-22-2009, 03:32 AM

Quote:

Originally Posted by MichaelHiles

But if I decided that I was going to sell running shoes to six toed people, well, that's a different story. I can go find the World Association of Six Toed People, and find a very concise list - and prepare my marketing accordingly.

Even better, just go to where some nuclear plants have been around for a while. You'll sell six toed running shoes as well as 3 fingered gloves and some special ointment for webbed feet.

JohnMcCabe · 11-22-2009, 08:46 AM

Quote:

Originally Posted by avenuegirl

Even better, just go to where some nuclear plants have been around for a while. You'll sell six toed running shoes as well as 3 fingered gloves and some special ointment for webbed feet.

Hey, Jill, wanna be an affiliate for my three-lensed sunglasses?

DogScout · 11-22-2009, 09:04 AM

Quote:

Originally Posted by avenuegirl

Even better, just go to where some nuclear plants have been around for a while. You'll sell six toed running shoes as well as 3 fingered gloves and some special ointment for webbed feet.

Oh dear, there is one right down the hi-way. And the lake it is on is filled with frogs that change sex (or gender... never sure which one is right.)! On demand! (I wonder if any of them run?)

Brad Gosse · 11-22-2009, 09:13 AM

I think a slightly larger market would be people with 4 toes due to a deformity or amputation.

Come on Michael think bigger! LOL

MichaelHiles · 11-22-2009, 09:31 AM

Quote:

Originally Posted by Brad Gosse

I think a slightly larger market would be people with 4 toes due to a deformity or amputation.

Come on Michael think bigger! LOL

That will be the next niche. We have to maximize our efforts in the first one, and build a defensible position.

11-21-2009, 11:31 PM	#1
MichaelHiles Battle Scarred Warrior War Room Member Join Date: Feb 2009 Posts: 2,563 Thanks: 665 Thanked 1,780 Times in 744 Posts Social Networking	Selling Six Toed Running Shoes... or, Competing In A Crowded Market There's a solid strategy to compete in a very crowded market that sort of has it's roots in the "differentiate or die" era. However, product-centric differentiation is just that - all about the product, not the customer. These days, the way to penetrate a crowded market is split the crowd. Narrow the scope and fire the rifle. If I were to start a tennis shoe company selling running shoes to people, I am probably not going to be successful with the shotgun scatter. I have no target customer so I can't really tell any story, and the industry is filled with major players. But if I decided that I was going to sell running shoes to six toed people, well, that's a different story. I can go find the World Association of Six Toed People, and find a very concise list - and prepare my marketing accordingly. BUT WAIT... ISN'T THAT SELLING OURSELVES SHORT? THERE ARE FAR MORE RUNNING SHOE BUYERS OUT THERE BESIDES SIX TOED FREAKS OF NATURE! (no offense to readers with six toes intended - but our DNA does sort of indicate 5 per foot on a widely proven basis) Well, yes. However, your message will get lost. You aren't going to compete against bigger players because you don't have the budget or the brand. However, you can make sales just like the big guys - one at a time. And when you saturate your tiny niche, you can move on to another tiny niche... running for lesbian horticulturists. Or something. Eat the elephant, one bite at a time.
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11-22-2009, 09:13 AM	#6
Brad Gosse Senior Warrior Member War Room Member Join Date: Jan 2009 Location: Orangeville, Ontario Posts: 2,906 Thanks: 1,312 Thanked 1,071 Times in 567 Posts Social Networking	Re: Selling Six Toed Running Shoes... or, Competing In A Crowded Market I think a slightly larger market would be people with 4 toes due to a deformity or amputation. Come on Michael think bigger! LOL
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