Finding Your Niche Equals Success

Challenges

In addition to some of the challenges already mentioned, consolidation and sustainability impact the market.

To Markens, consolidation isn’t going to go away, and in fact, it’s the companies that “nibble around the edges” that are successful. “Ten years ago, the top 10 players had [about] 40 percent of the market. Now, five players have the top 60 percent of the market,” he says. “So the large companies have become a significantly larger portion of the market. They have a fair amount of sway. That’s why the people who are successful are the [ones] who are nibbling around the edges. You don’t want to tug on Superman’s cape.”