Why You Should Consider Starting an “Ugly” Business: The Untapped Potential

The allure of creating the next big business like Uber or Google is a dream for many entrepreneurs. The success stories of these companies inspire ambition and drive. However, these businesses are like diamonds in the rough, incredibly rare. Often, we only hear about their triumphs and not the countless failures it took to reach that level of success.

Today, we are going to explore a different perspective – the untapped potential of “ugly” businesses. These are the businesses that may not be glamorous or trendy, but they have the potential for immense profitability and success. Let’s dive in and discover why you should consider starting an “ugly” business.

Case Study: Mike Rigby’s Tumbleweed Marketing

In this section, we will examine the success story of Mike Rigby, who saw an opportunity in an unexpected place – tumbleweeds. Mike, hailing from Utah, realized that movie companies were in need of tumbleweeds for their sets. He capitalized on this demand by collecting tumbleweeds from his own backyard and selling them at a profit.

His business skyrocketed, and he started making tens and thousands of dollars from selling these seemingly “ugly” and free objects. At one point, a movie production messed up their supply of tumbleweeds and urgently needed more. They even flew Mike in with tumbleweeds on a plane just to meet their demand. Mike’s success proves that even something as unconventional as selling tumbleweeds can be highly profitable.

The Power of Unsexy Businesses

Many successful businesses in this world aren’t considered glamorous or sexy. Take the Koch brothers, for example. They are multi-billionaires who have built their empire by focusing on “ugly” industries. They recognized the profitability of providing essential products like toilet paper, tissue paper, and shampoo – items that people need but may not find exciting.

Companies like Procter & Gamble have also thrived by realizing that there is a massive market for products like toothpaste. These businesses may not be cool or trendy, but they generate substantial revenue because they cater to people’s basic needs.

Identifying Low-Competition Niches

When you’re considering starting a business, it’s crucial to evaluate the level of competition in your desired industry. Conducting a Google search can give you insights into how many people are competing in that space. Google provides a fraction of the total results, and if there are hundreds of millions of search results, it indicates high competition.

However, the real opportunity lies in identifying industries with less competition. By using Google Trends, you can assess the popularity of certain keywords and phrases. If you find that the terms you’re researching don’t show a significant search volume, it means they are not popular enough.

The Sweet Spot: Less than 50 Million Results

For optimal results, aim for industries with under 50 million search results. These industries are less competitive, providing you with a better chance of success. By targeting markets that others overlook, you can establish your presence and tap into a niche audience.

Less competitive markets offer advantages such as lower advertising costs, easier customer acquisition, and higher profit margins. The success stories of businesses operating in low-competition niches further highlight the untapped potential in these areas.

Validating Demand through Google Trends

Google Trends is a valuable tool for validating the demand for your chosen industry. It allows you to gauge keyword popularity and identify industries with consistent search volume and growth potential. By understanding customer demand, you can tailor your business to meet their needs and ensure sustained success.


In conclusion, “ugly” businesses offer untapped potential for entrepreneurs. While the allure of creating the next Uber or Google is enticing, it’s crucial to recognize that these success stories are rare. By considering industries that are not traditionally seen as glamorous but are in high demand, you can carve out your own path to success.

Starting a business in a less competitive niche provides opportunities for growth, profitability, and long-term sustainability. So, don’t be afraid to explore the unsexy side of entrepreneurship and discover the hidden potential within these industries.