Ever considered marketing your business or product to an underserved niche?
“big boys” are famous for overlooking valuable market opportunities. So
it’s no coincidence that we brought Randi Payton onto our radio show to
discuss how he used this strategy of niche marketing to his advantage.
With On Wheels, Inc., Randi created one of the country’s first
multi-media companies providing automotive enthusiast information
specifically to minorities. For over 10 years Randi has delivered
auto-related content to African Americans, Asians and Latinos.
More about On Wheels
- On Wheels publishes: Latinos on Wheels, African Americans on Wheels and Asians on Wheels
- Combined circulation is over 1.3 million readers
- Randi’s initial capital for his startup business was $10,000 and the annual revenue in 2005 exceeded $2.5 million
- Randi suggests exploring online grants to business owners who want to reach underserved areas
Listen in as Randi Payton shares his story and inspires entrepreneurs to find a niche market and fill it with a unique vision and an innovative approach.
Learn more about Randi Payton’s Key Moves in Catering to an Underserved Market.
Selected Q&A transcripts from callers to StartupNation Radio
Q&A - Advice on putting a business plan in front of investors
Q&A - Using public relations (PR) to your advantage
Q&A - Finding cash to kick start a business
About Randi Payton, CEO and founder of On Wheels, Inc.
1995 Randi Payton identified a need in minority communities and decided
to make a difference. This was the push he needed to publish African
Americans on Wheels, the industry’s first bi-monthly magazine targeting
minority car buyers. Payton was recognized for his achievements when
he was honored as one of the “Top 40 Industry Influencers.” Randi’s
goal of drawing attention to the minority community also led him to
create a foundation that awards scholarships to young people - another
example of an entrepreneur helping others start it up!
earned a Lifetime Achievement Award from the National Association of
Minority Dealers in 2002. He also serves on the Rainbow/Automotive
Task Force in Detroit.