Beware of scams

We are aware of scams coming from email and social media where people try to impersonate us. We will never ask you for money or your bank details. Learn more about what to look out for and how to protect yourself.

How to spot a gap in the market

Identifying a gap in the market can be a springboard to start-up success. Read our guide on how to recognise where your new business will fit into the current marketplace.

Spotting a gap in the market and rapidly launching a business to exploit it can put your start-up on the path to success.

Unlike many companies that sell existing products and services opens in new window to established markets, successful start-ups have taken advantage of emerging shopping trends and new technologies opens in new window to launch innovative products and services that have rapidly taken off.

Identifying a gap in the market is tricky.

It involves spotting customer needs opens in new window which those existing businesses are not meeting.

While that may seem a daunting challenge, gaps exist in many markets and industry sectors.

Taking advantage of emerging trends, such as Netflix opens in new window capitalising on fast home broadband to deliver streaming TV and films, can be a way to launch entirely new businesses that don’t have competitors opens in new window when they launch.


Making business finance work for you

Starting a business doesn’t come with a set of instructions.

We know that understanding the many different types of financial product in the marketplace can be difficult.

Our Making business finance work for you guide is designed to help you make an informed choice about accessing the right type of finance for you and your business.

Download your free copy


What is a market gap?

A gap in the market is an area that businesses don’t currently serve but that there is customer demand for.

This could be a new and unique product or service opens in new window that hasn’t previously existed or a new way of delivering an existing service.

Market gaps can result in transformational businesses.

Airbnb opens in new window makes it simpler for people to rent out their spare rooms or properties on short-term lettings without going through traditional lettings agencies, and renters to find cheaper, short-term accommodation as an alternative to hotels.

Market gaps don’t have to be sizable or revolutionary.

A local restaurant opening that offers a different type of cuisine than existing restaurants or a store opening that sells refills for household cleaning materials and food to help cut down on waste packaging opens in new window are examples of market gaps.


Recognising gaps in the market

Spotting a gap in a market can give your new business a competitive edge.

It can also help determine what you sell, how you sell it, and which customers opens in new window you are selling it to.

It’s worth keeping an eye out for potential market gaps, even as a newly launched business opens in new window, as it can help you plan how your business can expand and grow.


1. Imitate and reinvent overseas businesses

Exploring new businesses operating overseas opens in new window can provide a wealth of ideas for a start-up providing services and products in the UK.

Unique, exciting products – from Japanese bubble tea to nettle fertiliser tea kits from Ukraine – can find a market in the UK as shoppers respond to new ideas and intriguing creations.

Alternatively, look to add a unique spin on existing businesses.

Uber opens in new window, for example, turned the taxi model on its head, connecting passengers with minicabs to enable them to be picked up and pay for their journey using GPS-enabled smartphones and digital payments opens in new window.

Look out for start-ups making headlines in Europe, Asia, and the US and see if something similar could work in the UK.


2. Stay on top of market trends

Things move fast. The Covid-19 pandemic has been a prime example of shifting customer buying habits and new business opportunities.

From the rise of online services opens in new window such as tutoring and fitness classes to an increase in new dog owners looking for grooming and walking services opens in new window, trends can rapidly reveal new opportunities.

Technology trends are a useful barometer, as they open up new products and services not previously possible.

Examples such as aerial drone videography, virtual reality events and exhibitions and remote freelance services opens in new window have opened up new markets.


3. Survey customers

A gap in the market often addresses problems and needs faced by customers.

Survey customers opens in new window about the issues that affect them, the frustrations they face opens in new window buying or using products and services, or new features they’d like to see.

Customers are a great way to identify ideas.

You can unearth issues by studying negative reviews of companies opens in new window on reviews sites such as Trustpilot opens in new window and opens in new window – could you launch a business that addresses those problems?


4. Brainstorm unsolved needs and problems

As well as problems faced by other customers, brainstorm the issues and problems you face as a customer.

Print at home postage labels, for example, was partly the result of customers being frustrated at having to purchase stamps or go to the Post Office.

Write down a list of problems or needs that are not being met, and brainstorm ideas of how you could address them.


5. Transfer your skills

If you’re thinking of launching a business after a career in an unrelated field, think about how you can transfer your skills and experience opens in new window to come up with a unique take on an existing business.

For example, you may have a background in technology and IT and apply that to craft-making, launching an e-commerce store opens in new window and online crafting community.

Alternatively, explore where your skills and knowledge can unearth new opportunities.

You may have worked for a large corporation and identified how you might be able to offer a more personal service to a group of customers, opening the door to going-it-alone with your take.


6. Investigate niche markets

Gaps in the market are often small.

Rather than try to conjure up a vast business that revolutionises an industry, investigate niche markets to see where customers are underserved or who can be served differently, such as with modern technology or improved customer service opens in new window.

Look for other niche businesses in different sectors that launched a new, successful niche product.

What did they do? What innovation did they bring? What can you replicate in a different niche?


7. Reinvent existing products and services

Products and services evolve – the trick is to be the one evolving them.

This can be especially true with new businesses offering similar products, where adapting and changing them can result in more customers and more profits opens in new window.

Technology giant Nintendo opens in new window reinvented the video games console with a low-powered model that appealed to older and younger customers, going against the established grain of releasing a more powerful console than its rivals.


8. Monitor legal changes

New laws opens in new window are a huge catalyst for change and can open new gaps in markets almost overnight.

For example, the Legal Services Act 2007 opens in new window introduced regulated alternative business structures, allowing non-lawyers to own law firms for the first time.

This led to an explosion of modern legal services, such as online conveyancing that hadn’t previously existed.

Environmental legislation opens in new window could be instrumental in creating new markets for the coming decade.

From innovative technologies such as carbon capture opens in new window to greener reuse and recycling services, requirements on businesses and consumers to be more environmentally friendly opens in new window could create demand for greener products and services.


Learn with Start Up Loans and help your business get off the ground

Thinking of starting a business? Check out our free online courses in partnership with the Open University on being an entrepreneur. Our free Learn with Start Up Loans courses include:

Plus free courses on finance and accounting, marketing, project management, management and leadership.


Disclaimer: While we make reasonable efforts to keep the information on this page up to date, we do not guarantee or warrant (implied or otherwise) that it is current, accurate or complete. The information is intended for general information purposes only and does not take into account your personal situation, nor does it constitute legal, financial, tax or other professional advice. You should always consider whether the information is applicable to your particular circumstances and, where appropriate, seek professional or specialist advice or support.

Feeling inspired?