It's been a hot minute since I did one of these Under the Hood episodes. Today, I bring you one that could be both interesting and potentially helpful for those selling products in narrow niches. It can be difficult to be number one in a highly saturated and competitive niche. That's not usually a problem for folks with businesses in very specific and product-focused niches. Nevertheless, being involved in an ultra-niche business has its own share of challenges. Today, I'm talking to Mark who helps run a dancewear company in an ultra-niche market. Originally started by his grandma 40 years ago, he was instrumental in its shift from selling wholesale to retail in 2017. Here's a look at where the business is at right now. How Mark got involved in ecommerce (2:43) How they stared in the online space (4:05) What the revenue's like (5:19) Mike puts in a couple of suggestions for growing the business. Do SEO (7:11) Look at selling on Amazon (9:26) Put out good quality content (12:15) Start using Facebook Messenger (19:12) Free plus shipping offer (20:46) Create a giveaway (24:57) Add lifestyle photos (29:57)