Issue link: https://docs.hic.us/i/403552
during a sales presentation.) Then we used this data to generate creative layouts featuring all of the lighthouses in one design. While all of this was taking place, we happened to meet up with an independent Sales Rep. who took an immediate interest in our Lighthouse project. He took the first samples right off of the machines and ventured out on a sales mission. Within just a few days he had orders for several hundred pieces. Over the next few months the Lighthouse Shirts quickly moved to the forefront of our overall sales. In fact, we had to bring in a second shift just to keep up! And best of all, we were able to charge a reasonable price, and not worry about how cheap someone else would do it for. Yes, we had some competition, but our success was based on quality, accuracy, and uniqueness. If the Merchants wanted our Shirts, they had to pay our price. Of course, it had to be a fair price, there is a limit to what a Shop Owner will pay, regardless of the originality of the design, but in general we had very little argument in the pricing arena. And therein lies the beauty of Niche Markets, prices and profits! As sales in our Niche Market increased, we actually let go of some our less profitable "other" accounts. Those sales required just as much work, but brought in less money. The popularity of our North Carolina Lighthouse design was not typical of most unique creations, but we sure weren't complaining. To keep things fresh, we begin to create variations of the original design by using different layouts. This kept us one step ahead of "knock-off" designs, and also provided some variety for our customers. As the success continued, we then turned our attention to other states. Afterall, North Carolina isn't the only place you will find Lighthouses. So we focused our next effort on South Carolina. This turned out to be an entirely different ball game from North Carolina. Most of the South Carolina Lighthouses are in desolate areas and there is very little information, including pictures, available. It took six long months of research to track them all down. If it hadn't been for a charter boat Captain that really knew the coastline, I would never have found all of the South Carolina Lighthouses. But finally we had the package put together. We begin production on that line, and then turned our attention to Georgia........... Okay, thats a brief look at what Niche Markets did for me. Now most of you will want to run out and start sewing Lighthouses because of my success, WRONG! Take the time to research and develop a niche that works for you. As I said earlier, look for subjects that interest you and areas where you possess special knowledge. Maybe it has to do with former employment, or specialized skills. There is a whole world of opportunity just waiting to be discovered. But always keep an open mind. Just like the Internet, where you start and where you end up can be completely different. So the next time you go out to eat, don't look at the staff shirts. Concentrate on your meal, and enjoy yourself, unless of course, you can come up with a different angle to lasso that restaurant account. Maybe embroidered menus, hmmm .............. www.hsi.us care@hsi.us 116