If doing your research is going to help you better identify customers in your location, it will also help you to find a niche for your product or service, even if it is similar to your competitors. This is where your innovation and passion for why you are in business in the first place, comes into play. Think of ways to create a new and ingenious need for your product. For example, ziplock bags. I use the gallon ziplock bags to hold my make-up and personal lotions and creams when I fly because of the pressure from flying, sometimes personal hygiene items can explode and make a mess on your clothes and in your luggage. Ziplock bags are perfect for me and I’m sure lots of other ladies, but they have never been mentioned in that aspect of use. So the small business owner must be able to recognize a unique feature and expand his product.
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