My startup is going into pre-launch in September, but I am still undecided on how to approach our marketing:
It's an exercise product that was initially designed for children with disabilities. However, the product can also be used by children without disabilities, with a similar effect.
Would you say its better to:
- Market the product towards the niche, and then expand outwards once it is successful in this niche
- Market the product towards children in general, with specific ads targeted to the disability groups?
There are pro's and con's to both. The niche could provide a stigma/label behind the product, resulting in the larger pool not wanting to buy it. However the same niche could provide a strong community for the product and business, helping it to grow.
The larger pool of children could provide more sales, however it may also be diluted in a crowded market.
Thanks for help in advance!