Niche markets, despite the lack of large numbers of targets, can be incredibly profitable for app resellers. If you develop the proper offering, and really hit it out of the park, you’ll face almost no competition, and will enjoy the benefits of an incredibly loyal and tight-knit group of customers.
So, how can you effectively make the most of a niche opportunity? Let’s go step-by-step:
Step 1: Don’t be an outsider
Repeat after me: study, talk, and stalk.
Study your market, talk to members of your target group, and stalk their activities (in a legal manner, of course). Read as much as you can about what their main concerns, problems, and issues are. Find out what they wish they could do better. Talk to them wherever possible, and gain information about their needs. Listen to what they say to each other, read what they write, and watch what they do.
You get the point.
You need to understand them deeply, or you won’t be able to meet their specific needs well (or sell to them effectively). Outsiders have too large a “wall” to climb. So, don’t be an outsider! Instead, follow insiders around until you find the secret entrance to their club, and you’ll be halfway to your goal.
Step 2: Master their app needs and develop a custom-tailored offering
Now that you know the niche market so well, you can figure out exactly what features they need in an app. Simple is best, so focus on the most important single feature and be skeptical about adding many beyond it. Each feature needs to be carefully chosen to serve the needs of your targets and their end users.
If your niche is take-out restaurants, for example, a function that lets users order food might be very valuable. If your niche is high-end restaurants, on the other hand, that function might be utterly pointless.
Focus on the true needs of your targets, and be creative. Don’t take a one-size-fits-all approach. Figure out what makes your niche special, and tailor your offering to that.
Step 3: Find them where they live
When it comes time to reach out to your targets to get them to try your app, find them wherever it is they call “home.” Don’t blindly use the same channels you would use for other markets. If your niche loves a particular Internet forum, meet them there. If there’s an event that is critical in the industry, be there. If they never leave their own locations, pay them visits. The point is, you want to show that you live in their world, and you’re willing to conform to them, not the other way around. Once you’ve got the ball rolling, you can start learning whether you’ve made a good app or not.
Step 4: Give out freebies to earn testimonials and referrals
Now that you’ve got some connections with members of the niche, get them to try your app for free. The feedback you get at this stage will be critical to the ultimate quality of the app. Listen carefully to what they say about it, and take copious notes. If things are going well, get testimonials to help you break down the doors for future sales.
Consider providing incentives for referrals, as well. One member of the niche just might become your most powerful product evangelist, because specialty niches tend to be highly interconnected communities. This can be true even between competitors.
Step 5: Tweak, tweak, tweak
You’ve deployed your app, and gotten lots of feedback. Now it’s time to transform it into the killer app it was always meant to be. Keep in mind, however, that this process doesn’t have to end. There may be room for further rounds of improvement. The key is to make sure that the design of your app always reflects the feedback you get from the users.
In short, listen carefully to your market, and meet its demands. If you do that, your chances for success will be maximized.
