December 2024
In the world of business, there’s a common belief that success is often achieved through serving a broad, general audience. After all, catering to the masses seems like the quickest way to capture attention and generate revenue. However, some of the most intriguing success stories come from companies that have found their stride in obscure or unexpected niches. These businesses carve out a space in markets that, at first glance, might seem too small, too unusual, or even too obscure to be profitable. Yet, against all odds, they flourish.
Two of the most remarkable examples of businesses succeeding in unexpected niches are Squatty Potty and Ugly Produce subscription boxes. Both of these businesses have found success by capitalizing on unique concepts that were previously overlooked or even laughed at. Their stories offer valuable lessons about how a quirky or unconventional idea, when presented with the right marketing and business model, can transform into a thriving venture.
Squatty Potty is a perfect example of how an unusual product, paired with clever marketing, can change the way people view a common experience. The idea behind Squatty Potty is deceptively simple: it’s a device that helps users achieve a more natural squatting position while using the toilet. While squatting is a common practice in many parts of the world, in Western cultures, people typically sit on toilets, which isn’t the most ergonomically sound position for bowel movements. The creators of Squatty Potty recognized this gap and designed a product to improve this age-old routine.
The product itself is straightforward – a stool that fits around the base of a standard toilet. The ergonomic design allows users to place their feet on the stool while seated, thereby creating a squatting position that aligns the body in a more natural way for digestion and bowel movements. While this may sound like an unnecessary luxury to many, Squatty Potty’s founders were convinced that there was a market for it, especially among people suffering from digestive issues or those who simply wanted a more comfortable experience.
However, the real magic of Squatty Potty’s success lies in its marketing. The company became a viral sensation after its appearance on the TV show Shark Tank, where the entrepreneurs presented their product to investors. But it was their clever and humorous marketing campaigns that truly made Squatty Potty a household name. One of the most memorable ads featured a cute unicorn pooping rainbow-colored ice cream, which was positioned as the result of using the Squatty Potty. The combination of humor, outrageousness, and a simple explanation of how the product worked resonated with viewers, leading to widespread brand recognition.
In a market that most would never have considered “sexy” or exciting, Squatty Potty managed to build a loyal customer base by focusing on an uncomfortable but universally relatable issue: bathroom habits. By addressing a problem that many people may have been too embarrassed to discuss, Squatty Potty became a phenomenon, changing the way people think about something as mundane as using the toilet.
Another unexpected niche that has flourished in recent years is the concept of ugly produce subscription boxes. The idea behind these businesses is simple: they offer consumers the chance to buy imperfect, “ugly” fruits and vegetables that would typically be rejected by traditional grocery stores. These fruits and vegetables may have cosmetic imperfections like bumps, discoloration, or odd shapes, but they are just as nutritious and flavorful as their picture-perfect counterparts.
Ugly produce businesses like Imperfect Foods and Misfits Market have tapped into the growing consumer demand for sustainability and waste reduction. In the past, many people simply didn’t think twice about the appearance of produce when shopping for groceries. However, the rise of eco-conscious consumers has created a shift in mindset, where the appearance of food is no longer the most important factor. Instead, there is a growing awareness about food waste, with an increasing number of consumers willing to embrace imperfect fruits and vegetables to help combat the massive amount of produce that gets discarded every year simply because it doesn’t meet the visual standards of grocery stores.
These businesses operate on a subscription-based model, where customers sign up to receive regular deliveries of discounted ugly produce. The subscription boxes often contain a mix of fruits and vegetables that are approaching the end of their shelf life or that have been deemed unsellable by mainstream retailers. The convenience of having these products delivered directly to consumers’ homes, coupled with the fact that they are often priced lower than regular grocery store produce, has made ugly produce boxes an attractive option for many.
While it might have been easy to dismiss the idea of selling imperfect produce as a niche too small to succeed, these companies have proven otherwise. They’ve managed to not only tap into the eco-conscious mindset but also attract a growing audience of budget-conscious consumers who are drawn to the idea of getting fresh produce at a lower cost. Moreover, the concept has gained traction with those who want to support sustainability efforts and reduce food waste. Ugly produce businesses have found a dedicated customer base that appreciates the chance to buy good-quality, affordable food while also making a positive impact on the environment.
What makes businesses like Squatty Potty and ugly produce subscription boxes so fascinating is how they highlight the appeal of unexpected niches. Both companies have managed to thrive by focusing on very specific problems or needs that were previously overlooked or considered too niche for mass-market success. In doing so, they’ve created products and services that cater to people who feel underserved by traditional markets, offering a unique solution to everyday issues.
These businesses demonstrate the power of tapping into untapped or overlooked markets. They show that with the right idea, even the most unconventional or obscure products can strike a chord with consumers. Often, the key to success in these niches is not just about offering something new but also presenting it in a way that resonates with people’s emotions, humor, or values.
Moreover, both Squatty Potty and ugly produce subscription services show the importance of addressing larger societal trends. Whether it’s health and wellness, sustainability, or budget-consciousness, both companies tapped into movements that were gaining traction at the time, which helped propel their success. In doing so, they didn’t just create niche businesses; they helped shift societal conversations and cultural norms in ways that few expected.
The stories of Squatty Potty and ugly produce subscription boxes are a testament to the power of finding and exploiting unexpected niches. These businesses show that with the right idea, marketing, and timing, companies can succeed in markets that may seem too obscure or unusual for traditional business models. The key lies in understanding consumer needs, thinking outside the box, and presenting a product in a way that sparks curiosity, humor, or a sense of responsibility. In a world that constantly seeks innovation, sometimes the most successful ideas are the ones that challenge the norm and offer something refreshingly different.
