Source: Pinterest
I think one of the biggest mistakes entrepreneurs make is assuming they need to build something that appeals to as many people as possible. I've been thinking a lot about that this week with HSR and I’m going to tell you why.
Some of the most interesting businesses I've been watching this week are being built around communities that the majority of the internet doesn't even know exist.
Take ACOTAR. If you're part of the fandom, you know EXACTLY what I'm talking about. If you're not, you probably have no idea why millions of women are obsessed with a romantasy series and faeries. I'll be the first to say I'm not part of it BUT I have been part of communities like it before. In middle and high school I was (and still am) obsessed with Harry Potter so I know what the community is like.
And that's kind of my point.
There are entire communities of people who share interests, language, recommendations and purchasing habits that are literally invisible to everyone outside them and I think there's a huge business opportunity in understanding these communities.
Today I'm breaking down why niche communities might be one of the most overlooked business opportunities right now, and am sharing:
How a creator with fewer than 400K followers partnered with a bestselling Sephora brand and sold out her product within days, and what this tells us about the value of a highly engaged audience.
Why a podcast recommendation can convince people to buy something they've never heard of, and how niche communities are becoming incredibly powerful distribution channels.
What ACOTAR fans, luxury-watch collectors and even tradwives have in common, and why understanding the identity behind a community might be more valuable than its size.
The three signals I would look for before building a business around a niche community, including how I would test demand before spending thousands of dollars developing a product.
The number one question I've been asking myself about HSR this week, why I've realized the woman we're building for is actually part of a VERY niche group, and what that means for our future.
Because you might not need to come up with the next big idea. You might just need to pay attention to what people are already obsessed with.
So let’s get into it:
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