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  "documentTitle": "Ready for take-off Why niche markets are the next big thing",
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      "text": "Ready for take-off: Why niche markets are the next big thing 02",
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      "text": "Technological innovations are key to addressing many of today's pressing societal issues, from food security and quality healthcare to clean transportation. The most disruptive solutions are typically first commercialized in emerging, niche markets, which tend to be driven by startups. In the past five years, startups across eight countries we studied in Asia Pacific, Latin America and the Middle East have attracted venture capital investments at a similar pace to the US. But many of the solutions being developed remain too subscale for too long, ultimately failing to unlock the full potential of technology and preventing an enormous amount of societal value from being released. More mature tech-propelled markets, such as fin-tech in Asia Pacific, have been on the radar of big banks in their digital growth pursuits for many years. Yet other tech-propelled markets—notably agri-tech, construction-tech and clean energy-tech—are still niche, waiting to be embraced by large industry players in a big way. For example, we found that only two percent of the companies active in agri-tech (in the eight countries covered in our study) had revenues above $5 billion. When large companies sit on the sidelines of the playing fields of tomorrow, both commerce and society lose out.",
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