In Nairobi, just like other large towns in Kenya and abroad, there are streets in which traders specialize in certain category of goods, the fact that classify the customers according to the products they are searching for without the issue of combing the whole city searching for a certain service or item- which can be similar to searching for a needle in a haystack.

I used to wonder why, a business entrepreneur in his full senses could choose to start a business specialized in certain products, say electronics, clothing, school requirements etc for instance, in a street that every trader is operating the similar business, to the extent that the street ends up getting overcrowded with the similar businesses.

It never occurred to me that it is just another marketing strategy to tap into the ready market share in the streets where all the customers approach with the intention and ability to buy exactly what they are searching for, to satisfy their needs. And thus it is up to the trader to display good customer care service, the power behind getting recommended by the customers, as well as retain the customer as the long term asset to the business.

To my shallow understanding about business by then, it looked like exposure to unnecessary business competition and it could be wiser if some traders supplied different products/services in the same street diversifying their business.

After taking some online training classes at the Wealthy affiliates, about marketing strategies that the online affiliate marketers use to run successful niche websites (the skills that can be applied in any business) I now have an oversight as to why one should never try to operate some kinds of businesses in certain streets, for it would be like offering to sell a Mercedes Benz to a vegetable customer, or even worse, playing a guitar to a goat to dance to the tune, lol.

The same marketing strategy should be applied by the niche website owners who would like to operate successful online businesses without struggling to offer their services to the targeted audience, by narrowing down their scope to a certain group of people only, else fail to reach their customers.



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