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A niche to call your own
Have you read the previous article and thought:
What do I have to do with Unilever, ZeeDog, Nestle, Ambev, are they all big companies?
I want to know how I can take advantage of this niche business!
A niche is a market segment.
Coca-Cola sells its red cans to just about anyone.
As the group of people concerned with healthy eating grows, this growth It attracts even the big brands to this niche.
But you'll need to find even more accurate market cuts, combining a few factors to find a target audience large enough to be worth it.
Study the characteristics of the population of a region where you want to work.
It could be your neighborhood and surrounding neighborhoods.
An area where you can easily serve.
What is the total population in this region?
If the sum of the population around you is small, you will have difficulty acting on market cutbacks.
Niches are parts of the market, hence the importance of a large population surrounding them.
How many households are there?
Some products and services are aimed at homes, such as internet, gardening, and pool maintenance.
How many of these households are houses and how many are apartments?
Houses are important for gardening, apartments not so much.
Separating households by type goes a long way in identifying niches.
What are the ages of the people?
Age alone doesn't make a niche, but the combination of other factors with age does.
Elderly people, with average income, living alone may be interested in group bus trips.
Note that here we combined three sections: age, income, and number of residents per household.
We could include others, such as living in apartments, since leaving the house closed for too long can be worrying.
What are the size of the families?
Seu Lineu, Dona Nenê, Tuco, Bebel, Agostinho and Seu Flor (Dona Nenê's father) form the Silva family from the series A Grande Família.
The Silva family has six people, two couples and two singles.
Such a large family is an increasingly rare composition in Brazil.
The family structure has been diminishing over time.
Factors such as increasing urbanization, with high housing and transportation costs in cities, women's participation in household income reducing availability for housing and children.
One characteristic still remains current, the composition with older people, who may need some help, but they are often the ones who help with their retirement income.
The way in which the family is organized goes a long way in identifying a niche.
For what money?
Many people confuse niche with income, but Brazil is a country with a lot More people in the lower classes than in the upper classes.
To focus on high income is to aim for a smaller and oversaturated market.
Deliveries in 10 minutes, peeled and washed food, laundry delivery, Kombucha are examples of niches for the upper classes.
The advantage here is that they can always consume something else.
Take a look at the income of families around your neighborhood or the region where you intend to work.
That's the income range you're going to aim for, period.
But money? For what money?
If she doesn't give me the ball
Brazil is full of people getting by with little money.
Finding money
There are two ways to find money where few people are looking.
The first is in relation to the house, whether owned or rented.
It's quite common for you to have middle classes living for rent in traditional neighborhoods, spending 30-40% on housing.
There is little left for everything else and even though income is reasonable, availability for consumption is compromised.
This situation is still Imprisoning the middle class in rents, because with the little that is left you cannot invest in your own home.
A middle class family that decides to buy a property or land will spend years with that extra installment compromising their consumption.
In the lower classes, on the other hand, it is more common for people to live in their own properties, either because they are more affordable or are still pending adjustment.
This frees up money for consumption!
According to the money that few people look at, Total income of a region.
The cutout by Income Classes shows us how much each household earns, making it easier to target products.
But there is another view, the total income in one place.
In the lower classes, we have family arrangements with more people making up their income with salaries, allowances, and pensions.
More people living together, in smaller houses, with more neighbors following the same arrangement.
They are people with limited resources, but very concentrated in a region.
This added together gives a region with a good volume of income, the sum of the money in that place.
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