Do you only look at the market segment your business competes in? 
If you do, you may be missing an opportunity to gain new customers.
This was highlighted when I saw a TV commercial for Nivea In-Shower Body Moisturiser.
Normally after you have a shower, dry off, then moisturise your skin.
With this product you use it in the shower, rinse off and your skin is moisturised.
It obviously saves customers’ time.
And cleverly, they have connected it with the term conditioner which women are familiar with when washing their hair.
Simple idea and smart.
It is in line with using simplicity to reduce customer time by removing steps women have to take in the morning.
Customer issues
If you look at the issues of applying body lotion as a whole, two are time and the greasy feel. These issues could apply to all products in the category.
By looking at issues potential customers may have with your market category can be the first step to developing new products or services.
After all no category is perfect, nor are products or services competing in it.
As a simple step look at any time issues as most customers will appreciate where your business can save them time.
Other market categories
Many products or services are part of a routine or occasion with other products or services. The Nivea example is part of the showering routine with shower gels. Also, they have used the concept of using a conditioner which women are familiar with.
Whether you sell a product or service, it is worthwhile looking at other categories in your market. Especially those where your products or services are part of a customer’s routine or occasion.
Perhaps there are features that you can use as Nivea did to differentiate and separate your product or service from competitors.
Saving customers’ time will always be desired.
Instead of trying to develop ideas from scratch, a touch of simplicity can get more customers and business growth.
What are your thoughts? Could this method help your business attract new customers?
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