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  "documentTitle": "Ready for take-off Why niche markets are the next big thing",
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      "text": "Only 42% of large companies measure societal value today.",
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      "text": "01 Combining societal and commercial value in new market assessments. Only 42% of large companies measure societal value today. The strategic impetus lies in quantifying the dual potential of tech-propelled markets, not only focusing on the future market share that a company could capture for itself.",
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      "text": "02 Targeting location-based opportunities with precision. Start with tech-enabled solutions that are home-grown, in response to a well-defined, spiraling local challenge. The strategic impetus is to use the power of your business to spread such solutions in other locations with similar issues.",
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      "text": "03 Remaking the rules through an ecosystem of technology partnerships. By 2025, over 80% of companies expect to work with technology partners. The strategic impetus lies in democratizing access to new tech-enabled solutions, leveraging new forms of partnerships outside of one's industry boundaries.",
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      "text": "As investment growth reaches an inflection point, these niche markets are on the cusp of becoming attractive opportunities for more big businesses. In fact, our results show that large companies active in such markets have already uncovered opportunities that drive sustainable business growth and address unmet societal needs at the same time. When making a foray into niche tech-propelled markets, these companies adopt a lens that is simultaneously much wider and sharply focused on:",
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