There is a business in Holland, Michigan that is focused on all things blueberry. They serve a full menu of blueberry pies, omelets, and salads. They have blueberry ice cream, blueberry donuts, and fresh berries. In addition to food, they sell books about blueberries and all kinds of gifts with the blueberry theme.
It reminded me of marketer Seth Godin’s adage: focus on your smallest viable market. This place has created a niche that sustains it in a small, tourist town. They don’t need to sell everything — not even all kinds of berries or fruits — just the one thing that works for them.
Is your offering too broad? Maybe you could benefit by narrowing the scope of what you provide. Developing a successful niche will make you anything but blue.
