Putting all your eggs in one basket was once considered a dangerous move for a business. But as consumer behaviours change, many business owners are discovering that targeting a niche audience can result in repeat purchasing and ongoing loyalty.

When you’re developing any product, one of the most important things to think about is who exactly is going to purchase what you’re selling and why. Although a great design is very important, working out exactly who will buy your product is vital for a successful campaign.

The best way of deciding who you can sell to is to identify a niche in the market which is simply a specific segment of a market. This can be anything that people identify themselves by or with, whether it’s a profession, hobby, sport, or subculture such as Punks.