I read this very interesting article (over at the Beeb), about Forward 3D, a search marketing agency that wanted to greater utilise their expertise and expand their services?
So they started to look for popular search words that didn't attract much paid advertising on Google. Their analysis brought up a lot of pet supplies queries, and in particular "parrot cages". So they tested the market and bought the related search words on Google AdWords, and then built a site to sell parrot cages.
The "JustCages" website went live and within two weeks it became clear they were on to a winning concept. Just over a year later they operate 10 niche outlets selling cages and pet homes for a range of animals and fish.
The Long Tail
In the days before the Internet, product availability was limited, dependent on stock, limited by shelf-space and the high cost of holding inventory. Niche products (the long tail), were few and high in risk.
The web brought with it a shift to the market place. With the Internet these harder-to-find items sold much better, to create a significant income producing a fatter long tail. Instead of not finding what you were looking for in the past and accepting your fate, you can now simply tap in a few words and find what you desire and make a purchase with in a matter of a of minutes.
There is now room for small businesses to operate exclusively in these niche markets and sell over huge geographical area.
Search On Demand
Forward 3D's demand-led business model based on search analysis is a new way of thinking. They are preparing to launch a further 20 niche stores, expanding into the long tail.
