. >> this is a question about targeting ing ing ing ing ini. i think this is interesting.e particular type of person. it is a question about how do you reach a niche in general? >> the best thing to do is deeply understand your customer and walk in their shoes and really know the way they view the world and you have to figure out a way to deliver, something had a shocks them. something that goes well beyond what they would have expected. so that they talk about it and want to come back and i think you are really delivering deep value for them. >> how do you figure that out, though? you want to reach these people and get in there. how do you figure out -- >> it is going the take research. can you not do this from 30,000 feet. i'm trying to reach urban entrepreneurs, business management services. that's a very, very broad description of what the customer and the service. what you want to narrow it down to is the services i provide now and i need to identify the types of businesses that need those services and demonstrated willing must to pay for them. that may be a very diff