Die Nische der Nische

A few years ago in Zurich, a speaker who had spent 40+ years on nothing but hospital doors told us niches were too big. He had a name for what to search for instead:

The crack, meaning the niche of the niche.

He argued that on a global level, a niche is still a huge market.

Anyone can order almost anything from anywhere, so every niche is overcrowded.

You need to go deeper.

Take the medical equipment market as an example.

It’s huge. But take just the paper that wraps a syringe.

Six producers work on that one package:

• One makes the raw pulp
• One turns it into paper
• One bleaches it
• One adds the medical coating
• One prints on it
• The last brings everything together and inserts the syringe

Pick any one of them.

Say the paper coating specialists, and you have a real crack.

Now try to research a market like that.

Classic intelligence tools buy data from partners who collect what large media companies publish.

For Roche, Novartis, or Johnson & Johnson, that works perfectly.

They're on the stock exchange, they report every quarter, and everyone writes about them.

For a paper coating specialist in medical packaging, almost nobody publishes anything.

That's where most tools stop, and that's where we start.

We built Gopf – Strategic Intelligence with our own scraping infrastructure so the data doesn't end where media coverage ends.

We've run more than 84 pilots with manufacturing companies and never once failed to find valuable information.