2. Serve a Niche
If you aren’t obsessed with coffee, you won’t understand the products.
This is the conversation I had with my wife awhile ago during lunch. She was asking me why I need to buy another device when we already have a French Press and a Kompresso. I was planning to buy a V60 Pour Over or an AeroPress. To her eyes, all the devices are the same. But to a coffee nut, those subtle differences are the variations we’re looking for.
What are your current obsessions? Is it filmmaking or photography gear? Motorcycles or bikes? Podcasting gear?
My wife is a Yoga Practitioner — she’s practicing Ashtanga every day. In my eyes, there’s no difference between Hatha, Vinyasa, Kundalini, and Ashtanga. But to her, those things differ like the north and south pole.
Only fanatics will understand.
Nitro King only makes sense to those who understand and appreciate nitro-infused cold brew. Hiku grinder is for those who travel and grind their beans.
They served ultra-specific purposes and built a target market in mind.