Overview
Focus on a highly specific market segment or customer base, becoming a specialist in that area to differentiate from broader competitors and build a loyal customer base.
Company examples
- Glossier - Focused on millennial and Gen Z women with a minimalist beauty approach
- Peloton - Targeted high-end home fitness enthusiasts
- Allbirds - Concentrated on sustainable, comfortable shoes for environmentally conscious consumers
Questions to consider
- What underserved sub-segments exist within larger markets?
- How can we create a highly specialized product or service that caters to a specific, passionate audience?
How to cite
Faster Than Normal. “Niche down Framework.” fasterthannormal.co/business-frameworks/niche-down. Accessed 2026.