Launching a Niche Product With Lisa Song Sutton

In this video clip, Lisa Song Sutton, co-founder of of Sin City Cupcakes, explains that the key to launching a niche product is figuring out where exactly it's going to resonate with your customers. Ask questions about your ideal customer to get to know them inside and out. These questions should go beyond demographic to focus on who they really are.

"We really drilled down who the early customers were and really made case studies out of every single one of them."

More about our expert: Lisa Song Sutton, J.D., is a real estate investor and entrepreneur, holding ownership interests in several companies in the real estate, tech, retail and food & beverage industries, including Las Vegas' #1 alcohol-infused cupcake company: Sin City Cupcakes.

Lisa currently writes about entrepreneurship and business. Her work has been seen in Forbes, Inc. Magazine, Fast Company and other business publications. She hosts a business driven cable television show called Live With Lisa that airs on Cox Communications, Amazon Prime and Roku. Lisa also sits on the advisory boards for several companies including Bitcoin Inc., which provides products and services that utilize bitcoin, and Youngry, an entrepreneurship media company.

In addition to her professional careers, Lisa is actively involved in her community as a former Miss Las Vegas (2013) and Miss Nevada (2014) and serves on the executive board of the Asian Community Development Council. Lisa was named a 2017 Top 10 Social Entrepreneur to Watch by Inc. magazine and was selected as a Las Vegas hub Global Shaper by the World Economic Forum.