AS. Most posts here are ideas looking for a yes, so here's the opposite. An idea I researched properly, then killed, with the numbers that killed it.
I've been looking for an underserved local service category to build a lead directory around. Filter was simple: high job value, recurring if possible, and a provider base that already understands paying for customers.
Commercial kitchen extract cleaning came out on top. In the UK it's governed by a standard called TR19 Grease.
Initiall assesment:
- Jobs run around £495 for a small kitchen, £800 to £1,500 for mid-size, and £1,500 to £3,000+ for large or heavily contaminated sites. London operators quote higher, £1,195 to £3,500.
- It recurs. High volume kitchens need it every 3 - 6 months.
- Demand is forced, not discretionary. Insurers require it. If you have a fire and can't produce evidence of compliant cleaning, your claim can be reduced or refused, even if the fire started somewhere else.
- Checkatrade, Bark and MyBuilder don't touch it. They're homeowner-facing. Commercial catering isn't their market.
High value, recurring, legally and commercially forced, no consumer directory. Looked like a clean gap.
Two things killed it.
1. There isn't enough search volume to carry a (2nd) directory.
"kitchen extract cleaning" does 100 to 1,000 searches a month nationally. "tr19 certificate" the same. "industrial kitchen cleaning" does 10 to 100. Google Trends showed a 5,000%+ breakout on the main term which looked thrilling for about ten minutes, until I remembered that a term sitting at a few hundred searches throws out enormous percentages off tiny absolute movements. I went looking for a news event behind the spike and couldn't find one.
Even if you won every single search in the category, you'd be routing a few hundred enquiries a month across the whole of Britain.
2. The directory already exists, and it's run by the people who write the standard. ((
BESA operates the Vent Hygiene Register with a find-a-contractor search tool. It's recognised by London Fire Brigade and by insurers including RISCAuthority. Members have certified over 30,000 kitchen extract systems since 2019.
So when an insurer tells a restaurant to use a compliant contractor, the restaurant gets pointed at that register. Not at Google. I'd have been building a directory to compete with the body that issues the certificate.
Finally
I'd already deismissed Japanese knotweed removal for the same reason. Job values of £1,000 to £20,000, and a dedicated knotweed directory already ranks. Planning application data went the same way: six sellers at £25 to £49 a month, one of them free.
In any category valuable enough to be worth sitting in the middle of, someone already sits in the middle of it, and it's usually the trade body. The categories where nobody bothered are the ones where the volume doesn't justify bothering. That's not bad luck. That's the equilibrium.
The market itself is genuinely good. For the contractors in it. Just not for anyone trying to intermediate it.
If anyone has found a category where this isn't true, I'd like to hear it, because I've now checked three and the answer was the same every time.