How to Use Maslow’s Hierarchy to Find Your Niche

Abraham Maslow’s “Need Hierarchy” is one of the simplest and therefore most ignored concepts in business, yet very helpful for all entrepreneurs/ founders.

TL;DR

❓ Problem

🔍 How I used Maslow’s Hierarchy to find my niche using 6 questions 

When I started “Earth Fashionist”; my circular fashion marketplace in the Asian country; Sri Lanka where people are very traditional, it was almost not possible to create demand for second hand clothing. 

It had 2 very strong negative perspectives; 

1️⃣ Second hand clothing is for the “Poor”.

2️⃣ Why would I buy second hand clothing paying money when I can buy a new one.

So, we had to create demand for something which was not a “Need” for people in the country. 

But how? 🤷‍♀️

I used Maslow's Hierarchy of Needs. Here’s how.

1. Who needs second hand clothing?

1. People who can’t afford to buy new clothes

2. People who care about the environment

2. Who has the purchasing power from the above 2 groups?

• Definitely not the 1st group.

• So, we are left with the 2nd group

3. Where do people who care about the environment with purchasing power fall under the Needs Hierarchy? 

• They are not in the 1st and 2nd levels. 

• They have purchasing power. 

• They have already fulfilled their basic needs.

• They have the time and knowledge to think and accept that our environment is at risk. Therefore, it should be protected. 

• So, they should be on and above the 3rd level.

4. What are the characteristics and nature of people who are on and above the 3rd level in the hierarchy?

• They have purchasing power

• They are knowledgeable

• They care about the environment

• They have nothing to worry about fulfilling their basic needs

5. Who are the people with the above characteristics?

🎓 Educated, 

📱 Sees International news and information (which means they use internet and social media),

👩‍💼 Well-paid business people, professionals and young individuals from families who have fulfilled basic needs. 

💖 Kind and think about the future of the world,

😌 Never worry about not having food on the table or not having a roof on top to sleep.

6. From the above 3 customer groups, who would be the best potential customer?

💼 Well-paid business people and professionals; 

• Middle aged or above (above 30 yrs old),

• Too busy, 

• Already have preferred clothing brands,

• Worry about how the society judge them,

• Not easily adaptable to new changes, specially the attitudes, beliefs and norms

🙎‍♂️ Young individuals from families who have fulfilled basic needs 

• Young (16-25 yrs old),

• Curious and spend time to find new things,

• Looking for new experiences and new things to try,

• Want to go against the society norms, 

• Very easily adaptable to new changes,

• Like to become influencers on social media doing unique things

Just like that, I found my ideal customer for my business using Maslow’s Hierarchy of needs and created demand for a need for second hand clothing using Instagram. 

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