From Niche to Mainstream

Entering the mainstream market can seem daunting when you're dealing with a niche product.

But Alice, a maker of biodegradable tableware crafted from pure grains, found a strategy that turned her small-scale success into a game-changer.

Here’s the story:

The Niche Dilemma

Alice's eco-friendly, customizable tableware was a hit in Europe, but high costs limited appeal elsewhere.

When she initially searched for buyers on the Topease platform using "biodegradable cutlery" as a keyword, she found just 118 prospects worldwide—far from enough to grow her business.

Topease Trade Intelligence Platform

Step 1: Think Bigger

During a brainstorming session, Alice realized her product wasn't just eco-friendly—it was a functional alternative to traditional disposable tableware like plastic spoons and forks.

By broadening her keyword to “disposable cutlery,” her buyer list jumped to 1,210 prospects—a 10x increase!

Topease Trade Intelligence Platform

Then, leveraging AI keyword suggestions from the Topease data platform, she added terms like "single-use utensils" and "single-use cutlery."

This boosted her prospects to 8,100, a 60x leap compared to her original approach!

Topease Trade Intelligence Platform

Step 2: Target with Precision

More leads meant Alice could refine her focus.

Using four key criteria, she filtered potential buyers:

1️⃣ European markets with mature sustainability practices.

2️⃣ Buyers requiring eco-friendly products.

3️⃣ Businesses valuing customizable designs.

4️⃣ Customers needing tailored service.

After identifying the traits of her ideal customers, Alice rolled out a multi-stage marketing strategy.

Businesses can tailor rules to their needs, using automated email campaigns to re-engage prospects over several rounds, minimise lost opportunities, and boost efficiency in reaching potential clients.

This process led her to cinemas, theme parks, and kids' stores, where demand for unique, customizable tableware was high.

Step 3: Seal the Deal

Alice landed a major contract with a theme park supplier! They requested tableware in custom cartoon shapes for various attractions.

This collaboration brought Alice’s company new growth opportunities and gave park visitors a more personalized dining experience.

Key Takeaway: Substitute Product Strategy

Alice’s success came from identifying her product as a superior alternative to traditional disposable tableware. By understanding her product’s strengths—eco-friendliness, versatility, and design customization—she unlocked a broader market.

What substitute products can your offerings replace? Share your ideas in the Comment!

Looking to improve your efficiency? Topease is here to help.

We offer a data-rich platform that leverages extensive datasets to help you identify the most promising potential customers for collaboration.

Topease was established in 2004 as a comprehensive marketing and sales solution service provider for your import-export-trading and logistics businesses.

By using trade data based on customs and bill of ladings, you can easily find reliable buyers and suppliers.

How can you smartly find global trade opportunities?

Check out this video! https://youtu.be/3KNvoZ8bths

📊 Ready to take your trade strategy to the next level? Learn more about Topease!