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Reviewed by Suzanne Cowles for Readers' Favorite
Finding Your Crack in the Market: Secrets to Marketing Niche Dominance and Small Business Success by Ron Burgess is an educational nonfiction book that explores the many reasons why small businesses that find a niche market are successful. Small businesses are in between the size continuum of sole proprietors and big businesses and contribute 67% of jobs. However, they usually do not have publicly traded stock or a profit/ROI focus. In this country’s early days of the New World, trading products was important for exploration. Today we face competing with corporate super giants such as Wal-Mart in limited geography, which makes finding an untapped crack even more important. Burgess focuses on how to go deeper, specialize services to consumer demand and increase perceived value through quality. As a business consultant for thirty years and an experienced retail business manager, he defines market emplacement and the importance of building customer service relationships, and gives real world examples of successful businesses to back up his theories. By looking at the existing conditions and learning about the competition, a new market can be easily created. Innovation, packaging, offering customization can all help to expand small cracks.
Ron Burgess in Finding Your Crack in the Market: Secrets to Marketing Niche Dominance and Small Business Success lays out an easy to follow how-to manual in fifteen chapters with an index and bibliography for quick reference. His tried and true examples are the secret to exceptional small business success. If you are thinking about starting a business or want to grow an existing one, this book is a great guide to becoming a niche market leader. Burgess inspires the entrepreneurial spirit to soar high as the things that differentiate companies are not always Ivy League education or family wealth.