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Qué es un nicho de mercado y cómo detectar uno rentable Saltar al contenido Si hay una expresión frecuente en la jerga del marketing, esa es «nicho de mercado» . ¿Sueles leer blogs de consultores de marketing? Entonces habrás visto que se habla de esto continuamente. Imagina que quieres vender un servicio. Cualquiera te dirá que para tener éxito necesitas encontrar un nicho, esas personas o empresas a las que tu servicio les va como anillo al dedo. Pero, ¿sabes realmente cómo buscarlo? En Gestion.org somos conscientes de que muchos términos utilizados en marketing no se conocen con exactitud. A veces incluso su propio nombre resulta confuso. Por eso en este post vamos te explicaremos con detalle los nichos de mercado . Cuanto mejor entiendas el concepto, más fácil te resultará detectar uno donde veas posibilidades de vender.
¿Qué es un nicho de mercado? Como de costumbre, comenzamos con una definición, que en este caso extraemos de la Wikipedia :
Un nicho de mercado es un término de mercadotecnica utilizado para referirse a una porción de un segmento de un mercado en la que los individuos tienen necesidades y características homogéneas, sin embargo no se encuentran totalmente cubiertas en las ofertas generales del mercado.
Dentro de esta definición hay otro concepto que no todo el mundo tiene claro. Se trata de segmento de mercado . Un segmento de mercado no es más que dividir un mercado en parcelas más pequeñas. Cada una de estas parcelas es un grupo uniforme de compradores que tienen necesidades, comportamientos y características comunes. ¿Quieres saber más sobre la segmentación de mercado? En esta web dedicamos un artículo a ella. Para leerlo, haz clic aquí .
Creencias falsas sobre los nichos de mercado El hecho de que se desconozca qué es un nicho de mercado contribuye a la existencia de una serie de creencias erróneas sobre ellos. En concreto vamos a analizar 2 de ellas:
Se puede generar una actividad económica fructífera con un nicho de mercado pequeño. La competencia es mala. En cuanto a la primera creencia, sí es cierto que el número de personas al que se dirige tu empresa no tiene por qué ser enorme. Pero para que la oportunidad de negocio sea buena no puede ser muy pequeño. El conjunto de personas al que te diriges debe ser suficientemente amplio. Ahora analizamos si tener competencia conviene o no. Si escoges un nicho al que dirigir tu producto o servicio y descubres que ya hay otra empresa que le está abasteciendo y vende lo mismo que tú, ¿es eso malo? En principio no tiene por qué. Si ya hay alguien vendiendo a esas personas y los resultados son buenos, eso significa que ese producto o servicio tiene demanda para ese público. Que haya una cierta competencia puede ser incluso bueno porque de alguna manera muestra una validación de lo que vas a ofrecerles . Pero si la competencia es muy fuerte sí puede ser un error que intentes atacar ese nicho de mercado.
Características de un nicho de mercado Como hemos aclarado hasta ahora, un nicho de mercado se compone de un conjunto de personas que tienen algún rasgo común en cuanto a sus pautas de consumo. Para concretar más, te dejamos las características generales que debe cumplir.
1. Se trata de una fracción de un segmento del mercado Dentro del segmento de mercado, las personas que forman parte del nicho se distinguen por algo en concreto que las relaciona . El punto de relación no es solo un aspecto sino varios, como una pauta de consumo y una o varias características personales. Esto lo veremos con más detalle en los ejemplos.
2. Corresponde a un grupo no demasiado extenso Las personas que componen el nicho no son muchas, al menos comparadas con las que componen el segmento en concreto, sin embargo son suficientes para ver que existe una necesidad. Lo que no puede ser es que tratemos como nicho a un grupo de personas muy pequeño que necesite algo en concreto que nadie más necesita porque no sería rentable. Normalmente se trata de un grupo suficientemente amplio como para que se necesiten varios proveedores para abastecerles. Aquí también podemos encontrarnos grupos que no están bien abastecidos e incluso nichos sin explotar con una necesidad que nadie cubre.
3. Existen necesidades específicas comunes a todo el grupo Los grupos pertenecientes a un determinado nicho de mercado necesitan proveedores especializados en los productos o servicios que necesitan. Hay nichos de mercado que están suficientemente abastecidos pero no siempre es así. Como hemos comentado en el punto anterior, en ocasiones hay pocas empresas proveedoras o incluso ninguna. Un grupo interesante al que dirigirte debe tener suficiente poder adquisitivo y estar dispuesto a pagar incluso un precio alto por un producto o servicio que les ofrezca aquello que desean y no encuentran en el mercado tradicional.
Ejemplos de nicho de mercado Antes de poner ejemplos de nichos de mercado vamos a empezar por los segmentos de mercado. El mercado se puede segmentar atendiendo a determinadas variables que pueden ser las siguientes:
Demográficas : según la demografía, podemos dividir el mercado según criterios de sexo, edad, estado civil, raza y profesión.Geográficas : esta segmentación tiene como criterio el lugar de residencia de los compradores.Psicográficas : con esta criterio segmentas el mercado según el estilo de vida, aficiones e intereses.Comportamiento : el comportamiento de los usuarios se basa en sensibilidad al precio, fidelidad a la marca , patrones de uso y búsqueda de beneficios. Este tipo de segmentación que acabamos de explicar se basa en personas, pero también se pueden segmentar los negocios . De hecho, hay empresas que se dedican a crear productos y servicios para otras empresas. Entonces la segmentación cambia. Los negocios pueden segmentarse según su tamaño, localización o actividad. Vamos ahora con algunos ejemplos concretos de nichos de mercado:
Desarrollo personal : muchas personas buscan conocerse mejor a sí mismas y mejorar sus vidas, de ahí el auge de este nicho. Una de las categorías del desarrollo personal que más destaca es el coaching .Ocio para homosexuales y lesbianas : dentro de este nicho de mercado se incluyen bares, saunas y turismo específico.Relaciones : sin duda este nicho es muy rentable en vista de la cantidad de páginas web que hay dedicadas a esto y que además funcionan como verdaderas empresas.Deportes de aventura : dentro de las aficiones, el deporte de aventura está dirigido a un público bastante específico ya que no a todo el mundo le gustan las actividades que entrañan riesgo. Algunos quieren iniciarse en ellas pero necesitan alguien que les guíe, de ahí el éxito de las empresas que proponen deportes de aventura. Terminamos este apartado con un nicho bastante curioso: las mujeres emprendedoras . El segmento de mercado que tenemos en esta ocasión son las mujeres y dentro de este segmento puede haber muchos grupos. Uno de los que más atención está despertando hoy en día son las mujeres emprendedoras. De hecho hay mujeres que han montado sus propios negocios y tienen como público objetivo a otras mujeres emprendedoras. Esto se está viendo mucho últimamente como nicho de mercado online.
¿Cómo encontrar un nicho de mercado sin explotar? Lo que todo emprendedor desea es encontrar un nicho de mercado sin explotar, o poco explotado, para entrar en él arrasando. No es fácil pero tampoco imposible. De hecho se tiende a pensar que ya está todo inventado pero no es así. Tu propia experiencia puede hacerte detectar un nicho rentable . Solo necesitas ser observador. En tu día a día, ¿qué problemas encuentras? ¿Ves algo que te gustaría mejorar? Así es como han nacido muchas iniciativas. Un ejemplo de ello es Dropbox . Su fundador tenía que llevar unos archivos en la memoria USB pero se le olvidó. Entonces pensó que estaría muy bien poder tener archivos almacenados en la red para no tener que llevar la memoria encima. Además de tu experiencia diaria hay más formas de detectar nichos de mercado con posibilidad de ser rentables. Las siguientes herramientas te pueden ayudar:
Planificador de palabras clave de Google Adwords. Google Trends. Google Correlate. Para que veas un ejemplo, te dejamos este vídeo donde verás cómo se realiza un estudio de nichos de mercado rentables utilizando el planificador de palabras clave de Google Adwords . VIDEO Para que veas el uso de Google Trends aplicado a la búsqueda de nichos de mercado, aquí tienes el siguiente vídeo. VIDEO Google Correlate es muy buena herramienta pero menos conocida que las anteriores. Por eso te dejamos un tutorial de su funcionamiento. VIDEO
¿A qué nicho de mercado te diriges? Actualmente hay tantos negocios que la manera que tienen muchos de ellos de diferenciarse de su competencia es por el nicho de mercado al que se dirigen. Así, vemos que muchos nuevos emprendedores se dirigen a un público cada vez más específico . Esto es lo que les hace únicos y diferentes de otros que ofrecen servicios y productos similares. ¿Cómo te diferencias de tu competencia? ¿Has sido capaz de encontrar un nicho de mercado poco explotado y has triunfado en él? Los comentarios están a tu disposición para contarnos lo que te surja sobre el tema de este post. Estamos deseando leerte y conocerte.