One of the most common mistakes in creating a small company is to believe that the bigger the market, the greater the chances of success. In this case, there is nothing better than dusting off an old and solid truth: when you're talking to everybody, you're not talking to anyone. Or, for another, the more defined your market niche, the better your business will perform.
Another mistake, not less frequent, is the company having a niche but not being able to communicate with it. Hence the importance of having an agency that knows what and with whom to talk. That's what we at Pellicano have been doing for almost 20 years: ensuring online visibility with limited advertising budgets. If you need help to define your niche and/or talk to it, talk to us.