Profits From Niches and SubCultures

By: Dan Kennedy on: May 3rd, 2011 6 Comments

The One Hundred Acre Development, north of Tampa is full of large, upscale homes, as large as 4,000 square feet. The tree-lined streets are populated with Porsches, luxury SUV’s. There are 600 full-time or “snow-bird” residents here, in a mix of homes and condos.

In addition, the resort the residential community surrounds attracts 1,000 people every weekend, 200 to 300 most weekdays. There’s an 8,400-square foot spa, golf course, bicycle trails, pools with waterfalls, and clubhouse. It is the Florida home or vacation spot of choice for affluent empty-nesters with one thing in common: they like bicycling on those trails, golfing on that course bare ass naked.

This is one of the largest, if not the largest “clothing optional” resort/residential communities in America, but it’s definitely not the only one.

Exclusive, gated communities for the affluent are nothing new – although it interests me that more proprietors of other, different types of businesses haven’t noticed and applied the strategy. After all, you probably boost the sale price of the homes by 50% as soon as you slap up a gate, guard shack and clubhouse. The bigger lesson here is the combining of a demographic niche (age/affluency) with a subculture niche (nudists).

It is obviously exclusionary, ruling out the majority of people – something most marketers are loathe to do. Yet by excluding most it is irresistibly attractive to the tiny minority it caters to, and, I can assure you, price disappears from the choice grid.

No, I’m not necessarily suggesting that GKIC make our offices “clothing optional.” I am suggesting there are a lot of ways to mine riches in niches.

One is combining. You might combine occupational niche with a subculture niche, like dentists who own and ride Harley-Davidsons, so you have your dental seminar just for them at Sturgis or Daytona Beach, immediately before the annual biker invasions. Or occupational with demographic – Dr. Searby’s done that, targeting dentists within a certain number of years of intended retirement, to sell his dental assistant schools to.

Actually, the combinations within the combinations, putting age, gender, married, single, divorced, with kids, without, Catholic or protestant, by occupation or business, years in business, by income, by net worth, recreational pursuits, etc. into a matrix, produces endless possibilities.

You shouldn’t ignore subculture by any means. People, businesspeople are much, much more passionate about whatever personal pastime and subculture they’re in than they are about their business.


Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. For more money-making marketing tips, tactics and strategies, go to

6 Responses

  1. David Rosa says:

    This is one good darn article. Many marketers are scared or simply don’t understand how much money could be made by super niche target. Let alone the affluent market. Jeez the possibilities are endless!

  2. Wow, I guess then my specific niche market I was targeting was right on (service-based parentpreneurs). I’m still thinking I need to target a bit more, say to one or two specific industries. That would allow me to get in front of them easier.

    Thanks for the info!

    ~ Jenn

  3. This is certainly important for any business to select the niche segments they want to attract and I often refine this process with my clients every year or so to add a new niche or make it even tighter of a selection…. This adds great cash flow to any business which is awesome.

  4. Counter-intuitive, but powerful advice from the master.

    In my experience consulting to over 1,000 small business owners, this is one major stumbling block almost all of them have.

    If only more of them would make the bold decision to ignore most of their potential market in order to appear as The Obvious Choice to a select, smaller group…

  5. linden moe says:

    kinda goes hand in hand with message to market match,…
    not everyone can or should be your clients…

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