Finding under-served markets

by Mark Nagurski, July 18th, 2008

The Internet abounds with websites designed for parents - communities, forums, discount clubs, activities. All good stuff.

Springwise points to a new idea, a site dedicated to Aunties. Savvy Auntie describes itself as:

Unofficially, this site is meant for all you ladies who are totally mad for your nieces or nephews, friends’ kids, whatever….and you just want a place online where you can talk about them (and yes totally show them off!) and feel safe to ask questions about kids, their health, nutrition, even what they’re into these days – without having to go to a mom and feeling unsavvy!

Aunties and ladies who love kids have no doubt, totally, always been there but I can only assume that existing businesses presumed they were totally well enough catered for in this respect by parenting sites and blogs. Totally.

The Internet makes some pretty small niches viable as markets, plus, even if they’re not particularly large you can also use under-served markets as an extension to your core marketing.

Either way, as marketers we should always be looking for those unserved markets.

So, two quick questions that might point you in the right direction:

Is there a subset within your marketplace that you could serve particularly well? Is it large enough to sustain a business or could it be a nice extra if you can dominate it?
Are there groups of people outside my intended market that use my products or services? Could I market directly to them or create something for them in particular?

What other ways have you used to identify new, under-served markets?