It is not easy to find a niche in the market. It seems that everything is discovered but there are gaps. The difficult thing is to discover them and take advantage of them. There are assumptions of markets that are not duly satisfied, or of business projects aimed at a highly localized or captive market, although they are not the most common cases. But even in these cases, it is necessary to have some competitive advantage to tackle a project with any guarantee of success since, if not now, in the In the future, someone will approach the market correctly, displacing the products or services that are comparatively less suitable for the satisfaction of their customers. needs. If this is so in dissatisfied markets, saturated markets offer no chance unless there is a clear and definite comparative advantage.
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Every new project must have some clearly identified, not imaginary, success factor that allows to enter the market, differentiating the product or service from the competition with clarity. Otherwise, the new business project will be forced, in the best of cases, to a sad survival against more experienced and strongly entrenched competitors in the market.
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