• Products designed to satisfy the needs of a clearly identified niche with a unique, perhaps custom product or service. Working within smaller markets also avoids drawing the at-tention of larger competitors and allows the new venturer the time and opportunity to build a loyal following.
• Products that require substantial levels of service, or identity with the supplier, will be more successful since the entrepreneur can bring his or her personality and concern into the marketing effort.
• Products that require higher levels of quality that can be maintained by a smaller, tighter producer. It is, in fact, a major observation that above all else, the most important attribute required in a new product or service is its quality.
• Products located at the early growth stage of a product life cycle. Entrepreneurs can "catch the wave" and offer a new innovative product at the beginning of a cycle. Many PC clones made fortunes for their producers in this way.
• Products with proprietary features or patents that are supremely unique and fit a niche such as the pocket calculator or biologically based soap cleaners.
• Develop a brand identification for the new product or service that will focus all adver-tising and promotions on the new venture's goods. A brand name promotes loyalty and identifies certain goods as an alternative to others.
• Packaging should reflect the brand name and product features or attributes. Crisp, clean packaging fosters a positive view of the goods contained and helps establish their iden¬tity. Putting unique articles in burlap bagettes is a unique method for packaging an an¬tique gift.