This time it surfaced while I was sitting next to my old friend and former partner while we shared stories over a cold one at a recently opened Irish Pub. It was right then and there I heard a word that has become more popular, and used more often than the words Justin Bieber.
The word? The word is “niche.” Often pronounced neesh, but I prefer to say nitch … sounds like hitch.
A friend of mine and I were enjoying a “cold one” at a newly owned and managed saloon … let’s call it a pub. We wished the new proprietor well before clinking mugs as my friend asked the barkeep, “What’s your niche?”
Until that moment in time I had thought that question was only appropriate to small businesses … like travel agencies. It never dawned on me that restaurants, perhaps more than other segment, needed to enhance their reputation on a specialty. Not unlike ChuckE Cheese or the prompt delivery promise of Dominoes Pizza.
Selling beer is not unlike … selling beer. But perhaps more closer to home, selling travel or cruises or vacation packages are pretty much generic … unless they are not.
I am not quite sure which word gets more ink today, Bieber or Niche but I do know that Justin attracts a certain age group or, may I be so bold to say, target market. As does Lady Gaga.
Bottom Line Folks: Whether you decide to go into the hops business or not, you need to identify your “Niche” if you are going to get to the bottom of the keg.
As for me and my friend: Yes, we did have one more.
Very cool and exciting news: The first Mike & Nolan Business Development Workshop is coming to South Florida in early May. Email me for up-to-date details.