Written by: Vickie Sullivan  |  June 25, 2026

Underserved Markets: Where Growth Hides in Plain Sight

Growth. Everyone is hyping up the same places to boost their top lines. But a recent feature article about Sana Raheem, founder of the Ramadan Edit, shows the success that comes when you focus on underserved markets and communities. 

Often the best growth opportunities are overlooked. They are ignored because people make assumptions about them. That’s a mistake. Here are two narratives we tell ourselves that blind us to opportunities for growth:

• Everyone experiences what I experience. Raheem says her biggest obstacle was persuading retailers that Ramadan was big enough of a holiday to drive sales. Yes, the Muslim demographic was growing, but retailers assumed the holiday had limited appeal. This is what happens when we make assumptions about experiences outside our own. Instead, look beyond your bubble and explore how people different from you work, celebrate, and connect.

• The market is already being served. In this example, it would be easy to assume Muslims already had these products. But Raheem saw a gap in options. Most available products were traditional. She tapped into another emotion of the season — joy — and built new product lines from there.

Raheem’s success is a great example of finding demand for something that has limited options to fulfill the need. So, the next time you evaluate new markets, don’t focus on what they already have. Look at what’s missing. Look at the underserved markets and communities businesses tend to ignore.

Now Read This:

• AI in B2B Sales: Turning Big Companies’ Castoffs into Your Clients
• Competitive Branding for B2B Professional Service Firms
  

This site uses Akismet to reduce spam. Learn how your comment data is processed.