As a luxury real estate marketing professional, make sure that when you research and identify a niche that it has the potential for growth as well as meeting your income goals.  Watch out for niches that are too narrow.

On our working visit to Naples, Florida we spotted a niche business, a store called, The Popcorn Cellar. Its slogan is “Too Good To Let It Age,” (a tongue in cheek reference to wine).  Popcorn Cellar offers 15 flavors of pre-popped popcorn, both sweet and savory. 

We tried a sample of Cinnamon Bun. It reminded us of Christmas gifts from corporate clients that came in big tin cans, that we promptly gave away to the garage attendants in our office building.  Although, we enjoy freshly popped popcorn once in a while, none of the pre-popped flavors appealed to us.   We wondered whether this establishment would last, because the niche is too narrow.

Our research into the popcorn industry revealed that the US per capita consumption is 52 quarts per person on an annual basis.  70% of consumption is in the home which indicated that most of the popcorn eaten was freshly popped, thanks to the microwave oven. Sales for popcorn (un-popped) are annually rising at 2-3%.

Gourmet popcorn falls into the “snack food” category.  Would you stop at a popcorn store like this, or would you prefer an ice cream store if you craved a snack?   Or would you do what we did, check it out, and then move on.  This may be a niche that is too narrow.  What do you think?

Written by Ron & Alexandra Seigel-

ABOUT:  Napa Consultants, International is the leader in brand strategy for the luxury real estate industry.  They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.