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How to Reach New Markets

Want to bend your business in a better direction? Try a new market.

This story appears in the June 2001 issue of Entrepreneur. Subscribe »

Imagine you're the owner of a 7-year-old business that markets security camera systems to small retail stores. During a meeting with your advisors and senior staff, you decide it's time to expand. But how? You could market more expensive items to existing customers, or widen your service area by hiring more employees and adding another location. But it's possible your customers wouldn't be able to afford the pricey upgrades, and adding a new office would just be too costly. However, there's one solution that can significantly propel your company forward without any exhorbitant expenses: adapting your product line to a niche market.

Going after a different niche is a tried-and-true method of expanding a business. Although it's not risk-free, it can be safely accomplished if you follow these four important steps:

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