December 6, 2019
Always the bridesmaid
Sent by Jonathan Stark on December 8th, 2019
Longtime reader Jon Rosen sent in this fabulous article about a woman named Jen Glantz who niched way WAY down into a job that she invented out of thin air:
Hi Jonathan, I just read this article and immediately thought about vertical markets, and thought you might be interested in it: https://www.vox.com/the-goods/2019/12/6/20981896/professional-bridesmaid-job Regards, Jon
Things to note while you’re reading the article:
- How Glantz validated her wild business idea without spending a dime
- How she raised awareness in the market without paying for any advertising
- How much variation exists for her from client to client even though she’s niched down to something incredibly specific
- How clear her boundaries are (i.e., not a wedding planner, not a modeling agency)
- How she diversified her offerings to meet demand in both high-touch and low-touch ways (i.e., she created a product ladder)
Good stuff! Thanks to Jon for sending in :-)
Yours,
—J