“Undesirable” niches can hold gold


Share on LinkedIn

After our beloved German Shepherd died we adopted a displaced pit bull from hurricane Katrina. Both breeds are tragically on the verboten list of many thoughtless insurers. But our carrier, Commerce, saw that their less astute competitors were handing them an opportunity on a platter. Their creative solution: they allow any breed so long as it has passed the AKC’s Canine Good Citizen program, for no extra premium.

As you might imagine, we have told dozens of dog owners about this. And since Commerce still has the policy in effect, they must be making a profit on the potential customers that other carriers are literally driving into their arms.

Might a little creative thinking in your firm also open up market segments you now regard as undesirable?


Republished with author's permission from original post.

Mitchell Goozé
Mitchell Goozé is the president and founder of Customer Manufacturing Group. His broad scope of business experience ranges from operations management in established firms, to start-up and turn-around situations and mergers. A seasoned general manager, he has headed divisions of large corporations and been CEO of independent firms, always focusing the company strategy on the most important person in business . . . the customer.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here