When they think of starting your own business, most of people want to engage in the business that has a big market because they think they can get so many customers. However the bigger the market is, the more severe competition they face. Take shoes business for instance, every single person wears shoes which makes the market size very big. If you engaged in selling regular type of shoes, it is obvious you will face severe competition and you have a hard time for making profit.
As you cannot achieve decent amount of sales, you are obliged to reduce the prices. As a result, you may be able to achieve higher amount of revenue. However the amount of profit is so small due to sales at discounted price. Therefore unless you can make a remarkable difference in prices, designs, supply sources or cost reduction in the operation of your business, you cannot win the competition.
The same can be said in the case of T-shirts business. Since the market size is so big, many people think of doing this kind of business and consequently, they face so many competitors in the market as far as they sell regular type of T-shirts. It may be easy to engage in this business. However it is difficult to have a reasonable amount of revenue and profit.
Being such situation, some people target what is called “niche market” . The size of market is not so big. However they can expect to make a better profit. Take above mentioned business for instance, some people focus on XXL and XXXL size shoes or T-shirts. Only because there are limited number of people who wear XXXL or XXXXL size shoes and T-shirts, the market itself is limited. But people whose body size is exceptionally big, they have no choice but to buy XXXL or XXXXL size products. These people usually pay higher prices for buying such items by finding limited number of shops.
Floral design business is not exceptional. A couple years ago, our school was approached by a Japanese student who was looking for a floral school where she could learn funeral floral decorations. The majority of people in Japan are Buddhist. In the case of funerals, they hold the ceremony by following Buddhism customs, which is quite natural. However for those whose religion is Christianity, funeral ceremony based on Buddhism cannot be accepted. She wanted to engage in business that offers the service of organizing funerals for Christians living in Japan. This business covers the funeral floral decorations.
Although she looked for a school or class that offers funeral floral decoration course, she did not find such school in Japan. That is why she approached my school where they can learn how to make funeral floral decorations. This is a kind of niche business to which most of people do not pay any special attention. Limited number of people who need a certain product or service (that is difficult to find in a regular market) must be very happy and they can pay even higher prices for getting a certain product or service.
Several years ago, one of students who was already running a floral shop joined my flower design school in order to learn funeral floral decorations. She was very diligent and a dedicated student. As she was already engaged in the business of floral design service as an owner of floral shop when she joined my school, the business foundation was already established. By earning the skill of funeral floral decoration, she became much busier than before. She learned various floral arrangements at our school. Although she wanted to continue learning more at our school, she became so busy doing her funeral floral decoration services and she finally quit coming to the class. I was so happy to see her business was expanding by learning at my school.
According to my perception, funeral floral decorating service is a kind of niche market in floral industry. Most of people pay attention to wedding flowers and they like a wedding which is a happy event. On the other hand, funeral is a sad and miserable event. People usually want to stay away from sad events, which is quite understandable. However from a view point of pure business, funeral flower service is considered a pretty lucrative and stable business. As far as “Human is mortal”, we are unable to avoid funerals. In the case of wedding flower services, customers usually make price negotiation by saying this and that because the event is going to be held several months later and they have plenty of time for negotiation. However when it comes to funerals, this sad event usually takes place all of a sudden without having advance schedule and customers do not have enough time for making price negotiation. In addition to this, people pass away regardless of economic conditions. Therefore the business of funeral flowers are considered quite stable. This business is said to target a kind of niche market. If they are successful in penetrating this market, they can do a profitable business.
California Flower Art Academy has been engaged in teaching a variety of floral designs from European arrangements to Japanese Ikebana, wedding to funeral floral decorations AND beginner to professional levels. If you are looking for a reliable flower arrangement school or instructor that can offer quality lessons at affordable prices, why not join California Flower Art Academy which has been operating in the San Francisco Bay Area and Silicon Valley since 1990 as a floral school certified by Flower Decorators Association (Tokyo Japan). Students can find their most favorite course among a WIDE RANGE OF PROGRAMS by well considering their own conveniences and schedules. For more information, contact firstname.lastname@example.org