“It’s not soap. It’s Dove!”
Wait … Stop!
What do you mean it’s NOT soap?
Ahh, come on. It’s soap. Don’t tell me it’s NOT!
Now take this example to better answer your question. How do you make a niche in the soap industry?
Soap is a perfect example of an over-saturated market. So here’s the Dove case study:
David Ogilvy was a genius British marketer who was known as the “Father of Advertising.”
Ogilvy was the creator of the Dove campaign.
Now, look at this genius marketer “carving” his niche in a saturated market. With a simple sentence, he was able to stand out from the saturated soap market, while STILL selling the product to the exact same consumers of the soap industry.
“It’s not soap; it’s Dove!”
Ogilvy’s campaign positioned Dove as a moisturizer which also happened to clean like a soap.
Genius, isn’t it?
So, to answer your question, how do I find my niche as an entrepreneur? It seems like everything is over-saturated.
Your job is NOT to find a niche.
Your job is to create one!