Launching a Niche Product With Lisa Song Sutton

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In addition to membership benefits, YEC offers access to educational materials featuring successful entrepreneurs. [Note: The full benefit is YEC members only — click here to find out if you qualify — though everyone can find more videos on our YouTube channel, here.]

In this video clip, Lisa Song Sutton, co-founder of of Sin City Cupcakes, explains that the key to launching a niche product is figuring out where exactly it’s going to resonate with your customers. Ask questions about your ideal customer to get to know them inside and out. These questions should go beyond demographic to focus on who they really are.

“We really drilled down who the early customers were and really made case studies out of every single one of them.”

More about our expert: Lisa Song Sutton, J.D., is a real estate investor and entrepreneur, holding ownership interests in several companies in the real estate, tech, retail and food & beverage industries, including Las Vegas’ #1 alcohol-infused cupcake company: Sin City Cupcakes.

Lisa currently writes about entrepreneurship and business. Her work has been seen in Forbes, Inc. Magazine, Fast Company and other business publications. She hosts a business-driven cable television show called Live With Lisa that airs on Cox Communications, Amazon Prime and Roku. Lisa’s latest endeavor is the tech company, BrandBridge Org. It is the only app company that allocates 100% of profits to foster entrepreneurs. She also sits on the executive boards for several companies including Gleaux Inc., formally BioGlow Tech, which created the world’s first light emitting plant, and Youngry, an entrepreneurship media company.

In addition to her professional careers, Lisa is actively involved in her community as a former Miss Las Vegas (2013) and Miss Nevada (2014), and serves on the executive board of the Asian Community Development Council. Lisa was recently named a 2017 Top 10 Social Entrepreneur to Watch by Inc. Magazine and was a nominee in the 2016 Las Vegas Women in Tech Awards.

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