Niche Marketing Expert: Employees Facing Layoffs Can Embrace the Risks They Already Face and Start Their Own Businesses in Niche Markets
Those whose jobs are at risk because of bad employment news can in fact look forward to starting their own businesses, said Susan Friedmann, the niche marketing expert.


    /New Hampshire News Articles/ - LAKE PLACID, NY, July 14, 2008 - Monthly reports released this past week that follow U.S. employment levels showed a continuing decline in June for several sectors of the economy and forecasted much of the same for July. The attendant specter of unemployment or continuing joblessness threatened to discourage many, but for those affected, these career quagmires can in fact be incentives to start their own businesses, said Susan Friedmann, CSP, the niche marketing expert who successfully created her own niche as The Trade Show Coach. Author of "Riches in Niches: How to Make it BIG in a small Market," Friedmann has made it her mission to help entrepreneurs find success in niche markets.

"Opportunities to work for someone else are apparently growing fewer and fewer in number with every passing month," said Friedmann, CSP (Certified Speaking Professional). "But the climate for people to go into to work for themselves has never been more promising. The Internet, with its long tail of countless niche opportunities, has an ultra-low barrier to entry for the newly unemployed or the long-term jobless to start their own businesses -- and potentially make fortunes in the process."

Author of "Meeting and Event Planning for Dummies," Friedmann, now The Nichepreneur (TM) Coach, has turned her expertise to niche marketing for entrepreneurs. In her new book, "Riches in Niches: How to Make it BIG in a small Market," Friedmann shares the concepts that have enabled her to become a tradeshow marketing expert, a sought-after maven in her own niche who presents workshops at some of the most recognizable Fortune 500 corporations.

Projecting the downward trend to continue in July, several reports showed that U.S. employment levels in June were down in many industry sectors:

== Online job demand continued its negative 12 percent year-over-year growth rate in June, according to the latest Monster Employment Index, which noted that the Index as a whole edged down three points last month.

== According to its July 7th news release, "The Conference Board's Employment Trends Index (ETI) (TM) fell again in June, continuing a decline that began in July 2007 and suggesting more job losses in the coming months. The index fell by 0.6 percent in June to 111.9 from 112.6 in May and is down 8 percent since July 2007."

== Nearly 90 percent of the U.S. labor market is projected to remain soft in July, revealed the latest Leading Indicators of National Employment (LINE) (R) survey jointly developed by the Society for Human Resource Management (SHRM) and Rutgers School of Management and Labor Relations. Compared to July of 2007, the year-over-year jump in expected hiring decreases was 52 percent for the manufacturing sector and 63 percent for the service sector, according to the SHRM/Rutgers report.

"The future for existing jobseekers and the newly jobless looks to be uncertain," said Friedmann. "If the unemployed are going to be in a risky situation for an indefinite length of time, the best advice is for them to embrace that risk, just as an entrepreneur does, and launch small businesses in niche markets they love. They have so little to lose, and so much to gain. What's more, 'Riches in Niches: How to Make it BIG in a small Market' gives them a roadmap to see their plans through to fruition."

Friedmann advised aspiring entrepreneurs to follow her GEL Formula -- a process for success described in "Riches in Niches: How to Make it BIG in a small Market" -- to capitalize on the possibilities surrounding niche markets. Those who follow the GEL Formula (Growing-Experience-Love) first look for markets that are "Growing." They then focus on their existing "Experience." After matching that existing experience with the growing markets calling for it, they finally make a decision on what to pursue by considering what they "Love."

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