Page 137 - 597 Business Ideas You can Start from Home - doing what you LOVE! (Beginner Internet Marketing Series)

Step 7. Learn M arketing 1 01 1 29

woman, rich or poor, living in Kansas or Manhattan-you need to
blow your nose, so you need Kleenex.

The nature of your product really determines which market you
will focus on, niche or mainstream. If you have something that will
appeal to the masses, you will probably target the big chain-store
accounts. If your item has a much smaller target market, you will
start with smaller stores and specialty chains. Even if your product
has mass appeal, however, you'll likely need to market to one par­
ticular segment, or niche, at first. For that reason, I'll go into depth
about niche marketing.

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Ahead of his time, before anyo ne cared about organ ic, H orst
Rechelba ch e r found his niche. I n the late 1 960s, Rechel bacher was
a hairstylist and salon owner. He began to q uestion the safety of
the chemicals they used daily in the salon. He studied the Eastern
phi losophies of yoga, meditation, and Ayurveda (a 5,000-year­
old system of natu ral healing), a n d went to I ndia to pursue these
interests. He then began to make pla nt-based hair- and skin-care
products with the help of his mother, who was an herbalist. I n
1978, Rechel bacher launched Aveda, a line of pla nt-based beauty
products. Today, Aveda i s al so known for its environmentally
friendly manufactu ring processes as well as its products. It was
an innovative leader i n the org a n i c beauty ind ustry. Aveda was
acq u i red by Estee Lauder for $300 m i l l io n in 1 997.

"Niche" M arketing

A niche is a special, smaller "piece" of the marketplace pie where
your product will have specific appeal. Mainstream or mass mar­
keting companies think of pleasing the majority of people out there;