Ready, Aim, Market

The Start-Up Niche

No one can point the way to an unserved market more clearly than the potential customers in that market. Such inside experience led Mike Holzschu to establish his Farmington Hills, Michigan, human resources consulting business. As district manager for a large corporation in the mid-'80s, Holzschu had attempted to outsource some facets of his human resources operation. "I needed someone who could interpret complex issues and legislation. But at that time, there were few, if any, choices," Holzschu recalls. "I realized my peers in other small businesses shared my frustration."

He had discovered a market with virtually no competition. After further research, Holzschu decided to pursue the market. "I had a business background, plus the skills I needed to serve the market: human resources expertise, knowledge and the ability to translate technical matters into plain English," he says. He launched Holzschu, Jordan, Schiff & Associates in 1987; the company's sales grew 20 percent between 1996 and 1997.

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This article was originally published in the March 1998 print edition of Entrepreneur with the headline: Ready, Aim, Market.

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