The carpet cleaning market is very saturated. Do a search for “carpet cleaning” and you will get dozens if not hundreds of carpet cleaners in your area. Needless to say, competition for carpet cleaners is fierce. With so much competition how are you going to reach customers? The easiest way to gain market share in a saturated market is to create your own market.
Look at what Nintendo did with the Wii. Nintendo created a video game console unlike any before it. There had been motion controllers in the past–Nintendo had the Power Glove–but the Wii was the first console to fully embrace motion technology. The controller was specifically designed to allow users to control the game using physical gestures. Had Nintendo simply used the motion controller for traditional games, it would have differentiated itself to gamers, but not created a new market. As Nintendo CEO Satoru Iwata insisted, “We’re not thinking about fighting Sony, but about how many people we can get to play games. . . we want to get new people playing games.” Nintendo did this by promoted the Wii as something new rather than a new video game console. Commercials would show young adults playing Wii or families playing Wii together. Wii Sports, the launch title for the Wii, is a collection of sports simulations, designed to utilize the motion-sensing capabilities of the Wii Remote. Players use the Wii Remote to mimic actions performed in the sports, such as rolling a bowling ball. These games are simple and easy to pick up, making it appealing to older audiences who may not have the patience to sit and learn how to play. By creating a console that appeals to more people Nintendo was able to break console sale records and out sell its competitors.
Oxi Fresh Carpet Cleaning also understood this concept. Instead of competing among hundreds of other carpet cleaning companies, CEO and founder of Oxi Fresh, Jonathan Barnett, got into the carpet cleaning business specifically with the vision to start a green carpet cleaning business. He did not intend to compete with other carpet cleaners, but to create his own market. A business that is committed to being an environmentally friendly and green carpet cleaning company. Oxi Fresh Carpet Cleaning does this by conserving water, utilizing energy efficient machines, recycling their products, and using natural carpet cleaning products that are safe for children and pets. Sticking to his guns and ensuring he had the right products and technology, Barnett capitalized on the attention “green” businesses are getting and set Oxi Fresh Carpet Cleaning apart from other carpet cleaners. As a result, Oxi Fresh Carpet Cleaning became extremely marketable and is one of the fastest growing franchises today.
Creating your own market is not an easy task–if it were, no two people would be in the same market–but it’s the easiest way to distinguish yourself, get your name out there and build your brand.
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