Copy-Paste: The Ultimate Platfrom Strategy

"In the age of innovation, copying intelligently is often the fastest way to improvement." — Peter Thiel

While following the course of Pr. David Rogers on Digital Transformation at Columbia Business School Executive Education , I had rediscovered with amazement how powerful and smart the platform business models are. Able to create something out of almost nothing.

Those alchimists of our modern time were able to outperfom giants by using the simple power of network. Almost no assets, no big starting investment, only brilliant ideas, and the great ability of connecting the dots. (which is Creativity by the way , suing Steve Jobs Definition).

To the power of the platform, another power , not less magical can be added: the power of the niche. In a globalized Economy, mastering a restrained area, is giving paradoxically magical results by prefering being the best in too little , to being average in too much.

Then came the idea: Why to not mixt the two powers: Platform and Niche

By copying the business models of global platforms and applying them to niche markets, we can, indeed, carve out a profitable space and build a thriving business. The trick? Targeting the specific, underserved needs that larger platforms overlook, and use the power of focus for a better knowledge of the customer and the market to serve.

Is this startegy new? Not at all (like almost anything else). It has already been successfully employed by several businesses, and many more niche markets are still waiting to be tapped. In this article, I will explore how this "copy-paste" strategy works, highlight real-world examples of companies that have successfully done it, and share niche ideas that are ripe for exploration.

Why Copying Global Business Models for Niche Markets Works

Global platforms thrive on the marketplace model, connecting consumers with service providers or products efficiently. But in their quest for scale, they often can’t cater to specific needs that niche audiences have. This is where opportunity lies: specialization.

By focusing on a niche, you can offer a tailored, more personalized experience that big players can’t match. Whether it’s by offering curated products, personalized services, or community-driven experiences, you can create value that appeals deeply to a particular audience.

The success of this approach comes down to three key advantages:

1. Hyper-targeted offerings that directly address specific needs.
2. Community building around shared values, fostering loyalty.
3. Personalized customer experiences that large platforms simply can’t provide at scale.

Let’s dive into how this has worked in the real world.

Success Stories: Businesses that Thrived by Going Niche

1. ETSY: Carving Out a Niche in Handmade and Vintage Goods

Platform copied: Amazon

While Amazon was busy dominating e-commerce by selling everything from electronics to clothing, Etsy spotted a gap in the market for handmade, unique, and vintage products. Founded in 2005, Etsy offered artisans, crafters, and vintage collectors a platform to sell their goods to customers who value originality and craftsmanship over mass production.

Why it worked:

• Authenticity and craftsmanship: Etsy attracted a community of buyers and sellers who valued creativity and originality, something Amazon couldn’t replicate with its generic mass-market goods.
• Community-driven marketplace: By creating a marketplace specifically for artisans, Etsy built a loyal customer base and a strong community that thrives on shared values.

Today, Etsy is synonymous with unique, handmade goods and vintage finds—an identity that Amazon cannot claim.

2. Turo: Redefining Car Rentals with Peer-to-Peer Sharing

Platform copied: Uber

While Uber was transforming urban mobility with ride-hailing, Turo took a different approach by offering peer-to-peer car rentals. Turo allows car owners to rent out their vehicles directly to consumers, creating a marketplace that cuts out traditional rental companies. It’s like Airbnb for cars—perfect for people who don’t want the hassle of traditional rental services.

Why it worked:

• Asset utilization: Turo tapped into the unused value of people’s cars, allowing them to earn income from vehicles that would otherwise sit idle.
• Flexibility and variety: It offers consumers a wider variety of vehicles, from everyday cars to luxury rides and RVs, creating a unique alternative to traditional rentals.

Turo’s success demonstrates the power of targeting a specific market—car rentals—using a peer-to-peer model adapted from Uber’s ride-sharing platform.

3. Farmdrop: Bringing Local, Ethical Groceries to Doorsteps

Platform copied: Instacart

While Instacart focuses on delivering groceries from major supermarkets, Farmdrop saw an opportunity to connect consumers with local farmers and producers who specialize in organic, sustainable food. Farmdrop caters to customers who are conscious about where their food comes from and who want to support local, ethical agriculture.

Why it worked:

• Ethical consumerism: Farmdrop appeals to customers who prioritize sustainability, transparency, and the environmental impact of their food.
• Local focus: By working directly with farmers, the platform offers fresher, higher-quality products compared to the mass-produced goods available through traditional grocery delivery services.

Farmdrop capitalized on the growing demand for local and organic food, providing a curated experience that larger platforms like Instacart couldn’t offer.

Niche Business Ideas Ready for Exploration

3. Luxury Digital Nomad Stays

Platform to replicate: Airbnb / WeWork

As remote work continues to grow, many professionals are seeking longer stays that combine work and lifestyle. A niche platform that offers luxury accommodations for digital nomads—complete with co-working spaces, wellness amenities, and premium locations—could cater to this rising demand. These properties could be marketed as ideal for remote professionals who want a balance between productivity and leisure, often in scenic, high-end destinations.

Why it could work:

• A rising market of affluent remote workers: Digital nomads often look for accommodations with strong internet connections, comfortable workspaces, and nearby amenities. Luxury stays could enhance their work-life balance.
• Exclusive experiences: Offering curated experiences like wellness retreats, adventure excursions, or networking events could help create a sense of community, turning these stays into more than just places to live and work.

4. Hyperlocal Food Delivery for Artisanal Products

Platform to replicate: UberEats / DoorDash

While UberEats and DoorDash cater to mainstream restaurants, a niche platform focused on hyperlocal food delivery from artisanal producers could thrive in urban areas. It would cater to foodies and consumers interested in supporting small, local producers—such as farm-to-table suppliers, independent bakeries, and organic grocery providers. The platform could offer same-day delivery, meal boxes, or curated weekly selections.

Why it could work:

• Support for local food movements: Consumers are increasingly looking for fresh, organic, and locally sourced food, and a platform that delivers these options from local artisans would meet growing demand.
• Curated, premium offerings: By focusing on quality over quantity, the platform could offer a more refined and exclusive experience than traditional delivery services.

5. Senior-Friendly Travel and Accommodation

Platform to replicate: Airbnb / TripAdvisor

As the population ages, there is a growing need for senior-friendly travel options that cater to older travelers who require accessibility features, medical support, and tailored experiences. This platform could curate accommodations that meet the specific needs of senior travelers, including wheelchair accessibility, senior-friendly amenities, and travel packages with slower-paced activities.

Why it could work:

• Growing senior demographic: The senior travel market is expanding, and this demographic often seeks comfort, safety, and ease when planning trips.
• Inclusive and accessible stays: By curating properties and experiences that prioritize accessibility, this platform could differentiate itself and build trust with an aging population that values ease of use and thoughtful design.

Why the Copy-Paste Approach Thrives in Niches

Replicating the business models of global platforms works well for niche markets because it marries proven frameworks with the opportunity to serve underserved audiences. The global giants, by necessity, cater to the masses, but in doing so, they often miss the nuances of specific customer segments.

By focusing on these niche markets, entrepreneurs can offer something that the bigger players can’t:

• Hyper-personalized services: Large platforms cannot cater to all individual needs, but niche platforms can tailor their offerings to a highly specific audience.
• Community and loyalty: Niche platforms have the opportunity to foster a strong sense of community, which leads to higher customer retention and organic growth.
• Higher customer satisfaction: When people feel that their needs are being met in a personalized way, they’re more likely to return and recommend the platform to others, creating a cycle of growth and loyalty.

Unlocking Profits by Serving Niche Markets

The real key to competing with global platforms lies not in attempting to beat them at their own game but in playing a different game altogether. By addressing the needs of niche audiences—whether it’s eco-conscious travelers, luxury digital nomads, or senior citizens—you can build a loyal customer base that values the specialization you offer.

The copy-paste business model isn’t about simply mimicking the giants; it’s about tailoring their success to niche markets. By understanding the gaps left by global platforms and designing solutions specifically for those who feel overlooked, you can create a profitable business that thrives on personalization, community, and deep customer loyalty.

To Sum Up:

The digital marketplace has never been more saturated, but within that saturation lies the opportunity to innovate. Niche platforms are the future, precisely because they go where global platforms cannot or will not. The ability to apply proven business models to underserved segments is a powerful strategy that has already led to success for companies like Etsy, Turo, and Farmdrop.

There are countless untapped opportunities in areas like eco-friendly travel, pet-friendly stays, luxury workspaces, artisanal food delivery, and senior travel—niches that the global platforms overlook or under-serve. By identifying a need, creating a tailored experience, and building a strong community, you can create a business that not only competes with global platforms but thrives in its own unique way.

As consumer preferences become more specialized, the future belongs to those who focus deeply on serving their niche. If you can create a platform that delivers exactly what a targeted audience needs, you’ll not only stand out in a crowded marketplace—you’ll make money doing it.

By leveraging the copy-paste strategy and applying it to niches, entrepreneurs have the chance to create profitable businesses that resonate deeply with specific communities. So, the next time you see a global platform dominating the market, ask yourself: What niche needs are they overlooking? The answer could be your next big business opportunity.