So you have a fantastic product that’s accessible to almost everyone. That’s a big win… but only if you don’t market it to almost everyone. Here are the reasons why you should be targeting a niche, for the benefit of your business.

Riga, Latvia, in the heart of the Balkans region, is the host city in February for TechChill, a major curtain-raiser for the networking and events season in Europe. Organisers bill it as the best opportunity for European tech sector startups to take their businesses to the next level.