Introduction                                  

In the 21st century a company without a niche is a company without a business. To stay profitable in the new millennium, a successful company must develop and maintain access to a large niche market. A well-positioned company with a properly targeted niche group is capable of generating a new customer base, that can be sheltered from their competitors,

Circle Marketing is a new concept in niche marketing, It combines existing marketing methods such as; direct mail, group marketing and special event marketing, with new innovative marketing strategies such as; the Business Marketing Circle and e-commerce lead source services.  

A Business Marketing Circle includes strategic marketing partners who want to reach the same-targeted niche group. Each qualified business in the circle offers a one-of-a-kind product or service to the network. This diverse circle of businesses allows them to jointly market to the same customer base. Circle marketing allows businesses to reach their niche market group again and again with different methods of marketing. Thereby making the niche market group more familiar with the products and services each member provides. 

In a fast pace global marketplace a company can’t afford to market to one customer at a time. Circle marketing allows a company to use joint marketing efforts to locate new customers. Also, business members who join the marketing circle will bring potential customers to the circle. In addition to lowering the cost of advertising and promotions, Circle Marketing will give all members of a circle access to the niche market group that will allow them to achieve maximum separation from their competition.

GeoCities is an example of a company that developed a niche community on the Internet that sold for 2,5 billion dollars. It built an Internet community around people who wanted to establish their own free web pages. GeoCities supplied the web building software and the templates. The customers used their websites free in exchange for allowing GeoCities advertisers to market to them.

Amazon.com built their business on affiliate partners who referred book buyers to them from their website in exchange for a referral fee on each book the referees purchased.  Amazon today is a 20 billion plus dollar business. The new economy is full of other examples of companies who have turned a niche into a profitable network.