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How One Company Created a Niche Market for Young People Who Want Fancy Bibles

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How Moiz Ali grew Native Deodorant from $0 to $100m acquisition in 2 years

How The Athletic Grew a Niche Audience to ~1m Subscribers in 4 Years


The signal: As meditation becomes mainstream, people may be surprised to find that searches for sleep apps double their meditation counterpart. As people invest in getting a better night’s rest, there’s opportunity abound, including physical products like weighted blankets or premium PJs, supplements like melatonin (50k+ searches per month), popular insomnia drugs having their patents expire (ex: Silenor), companies paying their employees to sleep better, marketing for sleep specialists, or online sleep education (ex: sleep apnea test has 27k searches per month).
The signal: The skincare sensitive community is getting specific. People are educating themselves on topics, including the differences between AHA and BHA — alpha hydroxy acid and beta hydroxy acid. The searches don’t stop there: other chemicals like hyaluronic acid, retinol, l-cartinine, coq10, niacinamide, benzoyl peroxide, and tretinoin are getting hundreds of thousands of monthly searches, whereas vague terms like “acne cream” only get 40k.
The signal: Since killing the headphone jack, Apple has graced the world with AirPods, which did an estimated 60m units in 2019. That means AirPods alone are bringing in approx ~$10b in revenue, more than Twitter, Shopify, or Spotify, to name a few popular tech giants. Opportunity lies in Apple opening up SiriOS or the wave of iPhone accessories (including cases, cleaning kits, hooks, and keychains) which have shown “hockey stick” growth alongside their hardware predecessor.


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