You put money in to make money. People think if they like a product, they'll put it out there and everybody will like it. That's not the case. Unze said the Catch-22 in defining a market niche is making it big enough. He said many people make it so narrow they won't have a market.
Small manufacturing is another good niche.
Examples are silkscreening, furniture, food and jewelry. The key to small retail is tying service to the product, Unze said. Offer service, and you have a chance. Another advantage in retail is to offer a product that wears out or gets used up so customers will have to come back, Unze said. A big mistake entrepreneurs make is not allocating enough money.