I’m sure I don’t have to tell you how lucrative the weight loss market has become. If you’re in the “all you need to do is eat less and move more” camp, you’re probably at a loss to understand why people spend so much money on it. But they do. So how do you cash in?
Well you need an angle. One business we came across recently is targeting the ‘new mothers’ market. It makes sense when you think about it. By definition, every woman gets out of shape in pregnancy. Most want to get their figure back. Go to www.buffmom.com and they’ll help you do it. It’s a clearly defined market niche and a catchy name, so I can see it doing well.
So is there a market you could create a programme for? Companies like Weightwatchers are all encompassing. It seems to me there have to be opportunities for niche businesses targeting particular groups – perhaps based on age, (The 40+ Programme) lifestyle, (The couch potato programme) occupation, (The Office Worker Programme) or reason for being overweight (The Beer Gut Programme). I’m not suggesting these are ready to go concepts, but hopefully you get the idea. By narrowing your focus, the target market will feel your programme is exactly right for them.