91. The downside of going super-niche

Recently, in order to bring more financial stability into my household, I have begun applying for jobs online. It’s been sixteen years, since I last worked for someone else for a steady paye cheque. And boy, has it been a rude experience so far. I should have listened to the taxi driver, one evening a decade ago, when he was driving me from Chatswood to Castle Hill. Sometimes it’s true, when they say that the only people who know how to really run a country properly are all driving taxis. A couple of years into my tea business, I got the idea that it would be a good idea to go niche and carve out my unique brand around loose leaf tea. And it seemed like a very good idea, given the rapid growth in online e-commerce websites, and, more importantly, the growing number of businesses selling tea in Australia. But Australia has its advantages and disadvantages that cannot always be seen. Unless you know where to look and who to ask. Hence, enter the Taxi driver and his words of wisdom in doing business in Australia. In Australia, it does not matter what you read, see or hear, all you need to know is that there are two Australias run by Aussies. There is the Governor and his men. And there is everybody else. It has been that way since the convict days. So just chill, relax and try not to keep moving house further and further out from the city centre. Because each step further out makes it harder and harder to get back in. He gave me some examples about Aussies going native in Papua New Guinea to highlight the point. Those guys have been so long gone, that living in a place like Sydney or Melbourne is not an option, even if they are on some Pupuan’s death list for accidentally killing on of his prize pigs. Going niche in Australia because of the small population base is like relocating to the Outback. It can get a bit too remote and sometimes it can feel like I am running a kiosk in the Sahara. Even if I am the only oasis for miles around at a key crossroads, there aren’t that many travelers. Going niche can be challenging. So then, why for heaven’s sake did I go super-niche? Liked what you heard & want to connect with me? Join me at… linkedin.com/in/peterhainzl/