Mumpreneur - Julie Kourtesis is an eTail mum who caters for the the niche market of boys clothes in her online shop
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Mumpreneur - eTail mum uses niche market for her online boys clothes shop

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Following is a case study of a mother who identified a niche online market for boys clothing and other boys-related accessories, and then stepped into the world of eTail.

The number of people starting their own website to grab a piece of the online retail market is growing at a phenomenal rate, especially as a second source of income, with the hope it will become a runaway success and eventually a full time job, or income.

This of course means the online real estate space is becoming very crowded, so some people decide to focus on particular niche markets, and specialise in those products only.

Take for example clothing stores, in particular for children. There are lots of them, both online and offline, and of course there are the larger department stores which cater for all types of clothing.

Mumpreneur - Julie Kourtesis Julie Kourtesis, owner of, recognised this while trying to find clothing and accessories for her two young boys, Nicholas and Alexander. Shopping for the boys one day, Julie discovered that there wasn't really a store for boys with real choice. She found many online department stores, fashion boutiques, toy stores and bookshops, all offering bits and pieces for everyone - but nothing which focussed on boys specifically.

Julie took that experience and decided to start an online store of her own, catering to the needs of boys only. The mission was to create a space where everything you could possibly need for boys is accessible in one, easy-to-use website, and where nothing was too expensive.

While speaking with Julie recently, she said:
"There is no longer a need to wade through the sea of pink, fairy dresses or tutus, or turn up to the boys section to find it's already been ravaged and there's nothing left in the size you're after. Everything Boys has everything you will ever need for boys from newborns to 8 years old - thus the name."
Now, as we all know, conceiving a good idea is one thing, but putting it into practice is another. Like many people who have spoken to me recently, Julie was concerned that her website was not able to be found easily in Google.

eTail Marketing After a quick inspection of the shopping cart, I determined it was not very search engine friendly, and some basic things need the developer for changes to be made. This of course slows down the time to effect changes.

There are some very important fundamentals you should be aware of BEFORE your shopping cart (or website) goes into production:

To see read what Julie has to say about her experience with developing a new online business from scratch, please read her Starting An Online Business article.

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