You don’t.
Instead, you focus – and do a better job on your section of the market than any big company possibly can.
Case in point – Equestrian Cupid.
At first I thought it was a matching site for horses, helping you breed the next Seabiscuit. But of course, it’s for PEOPLE with interests in horses.
Now, a huge dating site could ask you if you love horses, but that’s about it. They’re trying to match up everyone and anyone, and so they can’t focus on one thing too much. THIS site, however, can eat, sleep, and breath horses. And if you love horses, and love those who love horses, that’s EXACTLY what you want.
Now equestrian cupid understands that, and makes it easy for singles to meet others who share a common interest – horses. With a FREE sign-up, they pull ahead of competitors (free is always a great incentive for joining).
Another important aspect if FINDING these people. Not a horse person myself, I still asked it for a match – and got 500 matches. That’s a sizable pool to draw from, and all pass the initial requirement of being a horse fan.
Find a niche you love. Focus on it. And then dominate.
Because the big boys are trying to cover too much ground – so there’s still room for focussed niches online.
