#niche

Spend enough time reading about startups and it's easy to come away with the impression that success means conquering the world.

Millions of users. Billion-dollar valuations. Products everyone has heard of.

Those stories are fascinating, but they also distort our intuition.

Imagine you build an online service that people find genuinely useful. Not revolutionary. Not something that dominates headlines. Just something that solves a real problem well enough that people are happy to pay $8 per month.

Now imagine that 10,000 people subscribe.

That's:

\[ 10,\!000 \times \$8 = \$80,\!000 \text{ per month} \]

or

\[ \$960,\!000 \text{ per year} \]

before expenses.

Those numbers aren't remarkable.

The surprising part is how few people they represent.

With a world population of roughly 8.2 billion, 10,000 customers amount to about

\[ \frac{10,\!000}{8.2\times10^9}\times100\% \approx0.00012\% \]

of humanity.

That is about one person out of every 820,000.

Think about that for a moment.

The internet often feels crowded because we can see everyone at once. Social media places millions of people in the same feed, making it seem as though our work must compete with all of them.

In reality, very few businesses are trying to serve everyone.

The most resilient ones often serve a particular group extraordinarily well.

Maybe they're musicians who need better notation software.

Maybe they're birdwatchers.

Maybe they're language learners.