1. Provide exactly what the customer wants. In a down economy, customers become more discriminating and only buy products which meet their needs spot-on. Businesses that provide exactly what customers want when they want it will hold market share throughout a downturn.

2. A Lean launch is key. To meet customer needs with minimal capital investment, small businesses are increasingly moving to a variable cost business model which means less up-front capital to get started. Outsourcing and cooperative worksites allow small businesses to design, produce, and deliver products with little or no fixed cost investment.

3. Use the Internet! The Internet enables customers and niche providers of goods and services to find each other. Use the web and thinkhow can your customers find you and your niche products.