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Chapter 5. Web Store Business Models > Narrow Interest Aggregation

Narrow Interest Aggregation

Although one advantage offered by the Web is the ability for large entities to "get small" and interact with customers on an individual basis, another aspect to consider is how normally narrow interests can become major markets. The Web's reach aggregates scattered groups into a single market.

For example, if one of every 25,000 people is a collector of antique bottles, would it be wise to open an antique bottle store in New York City? Considering that the New York metro area has a population of about 20 million people, there would only be 800 avid potential customers (excluding tourists) in the New York City area. However, with the population of the Internet expected to be 100 million by the year 2000, a similar store on the Web would have a potential customer base of 4,000.


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