When I think back to scaling NewAir, one strategy stands out—creating and owning our own blue oceans.
Instead of competing in overcrowded markets with razor-thin margins, we identified niche opportunities, launched standout products, and built a brand that resonated. That approach helped us outperform industry margins year after year and made us a prime acquisition target.
If you want to scale, differentiate, and maximize profits, these four rules can help you find your own blue ocean.
1. Focus on Niche Categories
Stop fighting over scraps in saturated markets. At NewAir, we didn’t go head-to-head in the crowded refrigerator space dominated by big brands. Instead, we targeted underserved niches like wine coolers and beer fridges—categories with passionate customers and less competition.
This focus let us:
-
Position ourselves as the go-to brand in the category
-
Command premium prices
-
Avoid destructive price wars
Wine enthusiasts and craft beer lovers weren’t chasing the cheapest option—they wanted the best product for their lifestyle.
Lesson: Find gaps in the market that align with growing trends. Go where your competitors aren’t.
2. Stay Close to Customers and Innovate
Selling direct-to-consumer gave us a huge edge—we had real-time insights into what our customers bought, what they said in reviews, and the problems they needed solved.
That data fueled innovation. Up to 20% of our annual sales came from new products, not by chance, but because we stayed agile and responsive. We designed better wine coolers, created entirely new categories, and moved faster than competitors.
Lesson: The closer you are to your customers, the faster you can innovate and stand out.
3. Build a Brand That Inspires
A brand isn’t just a logo—it’s how customers feel about your business. At NewAir, we asked one question: How do we make customers feel great about choosing us?
What worked:
-
Better Products: Premium finishes and features that elevated the experience
-
Better Packaging: Safer shipping to reduce damage and frustration
-
Better Returns: Hassle-free processes that turned complaints into loyalty
-
Better Reviews: Actively engaging with feedback to improve experiences
-
Better Aspirations: Partnering with influencers so customers could imagine bigger possibilities—like building a home bar or wine cellar
A strong brand commands higher prices, builds loyalty, and directly improves margins.
4. Know Your Margins Inside and Out
You can’t improve what you don’t measure. At NewAir, we built systems that tracked every fee, allowance, and expense affecting our margins. That level of detail gave us the clarity to make smarter pricing, product, and operational decisions.
When we sold the company, this financial discipline was a major selling point. Buyers don’t just want revenue—they want profitability. Our industry-leading margins made us highly attractive to acquirers.
Lesson: If you’re not tracking margins in detail, you’re flying blind.
Always Aim for Higher Margins
Margins are your lifeblood. They give you the room to innovate, survive market downturns, and prepare for a successful exit.
By targeting niches, staying close to customers, building a strong brand, and knowing your numbers cold, you can create a business that thrives in its own uncontested space.
The next time you’re planning your growth strategy, ask yourself: Where’s my blue ocean, and how will I own it?
