One benefit to operating a business online as opposed to a brick and mortar store is that you can attract customers on a global scale. This is particularly beneficial to businesses that operate within narrow niches. Why? Because the narrower a niche is, the less people the business will appeal to within a fixed area. That is the beauty of being able to attract customers from around the world, because while there might only be a few people in say, Flemingsberg, KY that are interested in what you sell, there may be thousands or millions around the globe.

The store that resides on Main Street, Flemingsburg, KY, may fail whereas the online store offering the same products may thrive.

It is important however to brand yourself as the niche you truly are representing. Make sure you are not implying a broader appeal than you actually represent, because it is misleading, and nothing turns a customer off more than feeling deceived and having their time wasted. On the flipside, you should dominate the niche that you are in. Cover that niche as extensively as possible to overcome the competition, which is likely to be much more fierce online that it would be back on main street. But if you dominate, your competitors will be the ones worrying about fearing you.

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