We all have business ideas from time to time. Speaking for myself, I think I get one every week but when we think of it, we convince ourselves that the market is too crowded, there won't be any takers. Yet another shop, another consulting firm, another podcast even. So with so many well established choices available, why would a customer want to try yet another option? And yes, that may be true in the broad sense. But who says you have to go broad? When you're starting out, you don't need much to be successful and success could well come from targeting underserved niches. Segments of the market that others haven't spotted or cannot serve effectively or profitably. Do check this episode and let us know what your thoughts are on our Linkedin.  Show Notes available on our website here.