More often than not, consumers know exactly what they want to buy. The problem is they are not always able to get what they want because it’s simply not available in the local marketplace, so they are forced to compromise. This opens up great opportunities for entrepreneurs to fill that gap and tap into a niche consumer market that is not being adequately catered for. Some of the most interesting companies in the Lionesses of Africa network are those that have been founded by women entrepreneurs who understand niche markets. Whether it’s creating beautiful designer lingerie for the larger woman; or chocolates for those with dietary challenges; or recycled furniture and homeware for consumers passionate about eco-solutions. Niche markets represent exciting business opportunities that can benefit both consumer and entrepreneur alike. As Seth Godin said: “Don’t find customers for your products, find products for your customers.” So have you found your niche as an entrepreneur?

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