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A complementary product is a product which experiences a sales increase when its complement also experiences a sales increase. Take, for instance, movies and popcorn. When movie sales rise, so will sales of its complement, popcorn. What if no one had thought of selling popcorn at movies yet—and you decided to pioneer that idea? Do you think you might have a hot niche product? Absolutely — But what if I told you that these complements are actually quite sparse in a number of hot markets today? Or, all you have to do to capture a hot niche (or to build a successful hot niche site) is to find that hot market where you can create a complementary product?

Well, it’s true. And you can start by picking almost any hot product or site; however, if you select one in its relative infancy, you may be better off. Take, for instance, Google Adwords and Google Adsense. As both services grow, so will their complements. This is why many marketers have latched on to this concept and have hired programmers to create click fraud detectors, color-matching systems, and thumbnail picture generators. All of these are complements that will interface with a growing trend; and will make for hot niche products on hot niche sites. Now, let’s extrapolate this further to a new, promising service: Gbuy. Gbuy is Google’s new money transfer system, which they have announced and will be released in the coming months.

This now puts the ball in your court. You have identified a potential hot service—Gbuy — but it is up to you to position yourself to take advantage of it with a hot niche site. You could start by creating a new, speculative hot niche site about Gbuy. You could follow all Gbuy developments and try to contact Google for comments.

You can even start a mailing list for your hot niche site. This hot niche site might alert subscribers when new Gbuy statements are released. Once Gbuy is released, you are positioned as an expert; and you must then take advantage of this opportunity to create and release useful complementary products. Perhaps you will create a payment button generator. As long as your hot niche site is putting out good information and good complement products, you are almost guaranteed to share in the profit of any hot new service.

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Mary Murtha

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