Don't be afraid to focus on the smaller market. For every trend, there's at least one countertrend.
It's actually better sometimes to focus on a smallermarket--one nobody is serving because they're all off cateringto the bigger trend. You could corner the market in the smallerarena and have more customers and higher sales than if you try tosnag a share of the bigger market. And if the trend shifts (as theyalways do), you could end up as the top brand in a fast-growingmarket.
Excerpted from 303 Marketing Tips: Guaranteed To Boost YourBusiness