"Specialization" or "perceived specialization" can turn an ordinary business into an extraordinary business, boost prices and margins, provide competitive differentiation, and allow you to be a "big fish in a small pond."
Just for example, you might say that printing is printing and business forms are business forms. But I know of a printing company specializing in medical forms for hospitals. They and their competitors packaged and sold their forms in cartons of 1,000, 5,000 and 10,000. But many small hospitals and nursing homes refused to buy from them because they couldn't use up 1,000 copies of any of these forms in a year. This company developed a catalogue of all the forms priced in packages of 150 and targeted all the smaller institutions. In short order, they controlled this market. And they tripled their profit margins which more than made up for the handling of smaller orders
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