Facebook founder is crafting a niche

The complex process of crafting a niche is easily illustrated by the story of Mark Zuckerberg and Facebook. Facebook is an example of crafting a niche. Facebook founder is crafting a niche Facebook initially launched as a platform exclusive to Harvard students. It wasn’t long before Facebook scaled its model to other universities. Prior to the…

The complex process of crafting a niche is easily illustrated by the story of Mark Zuckerberg and Facebook.

Facebook is an example of crafting a niche.

Facebook founder is crafting a niche

Facebook initially launched as a platform exclusive to Harvard students. It wasn’t long before Facebook scaled its model to other universities.

Prior to the Facebook founder’s decision to scale Facebook beyond Harvard, Mark had the following target market and niche market (whether he realized this was happening or not is another question).

  • Target market: college students
  • Niche market: college students at Harvard University

Facebook founder is crafting a niche

A few years later, the world uses Facebook.

Mark Zuckerberg went after the smaller niche market (Harvard students) within his larger market (all college students).

Mark had an empathetic understanding of what it’s like to be a Harvard Student. He was already known by his peers. His personal brand had been established.

Mark observed and analyzed the existing ecosystem.

Then, he noticed a gap. Something was missing.

Mark had a vision.

Facebook was born.

Keep thinking…

Let’s say Mark launched Facebook at a different college, instead of Harvard. Let’s say it was Rutgers. Mark has no connections, partners, or peers at Rutgers.

In this scenario, would Facebook have evolved into what it is today?

My contention is that Facebook continues to grow because Mark targeted the smallest audience that would lead to the greatest success with the least amount of effort: the like-minded individuals within his personal network.

Mark launched the project to serve the students in his college. This smaller group, the niche market, is comprised of passionate individuals with immense Harvard pride. Mark used this to his advantage.

The first version of Facebook only allowed new registrations from email addresses ending in harvard.edu. Mark presented his fellow Harvard students with an opportunity to join an exclusive “community”.

Mark did not launch the project assuming it would become a global company. He did not take a break from writing code to sit back in his computer chair to ponder about which college he should bring Facebook to first. He served the niche market in which he was a member.

Smart entrepreneurs like you know how important the process of crafting a niche is for the life of a business.

Are you crafting a niche?

by Daniel D'Alonzo

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