Summer is in full swing with sand, sun, and surf. But that’s not all the summer season is about. It’s also the time when the marketplace swells with the demand for seasonal B2C services. In other words, ’tis the season for weddings, tourism, lawn care, and air conditioning maintenance, among other seasonal services. But while relevant small businesses may find that there’s more demand than ever for their products and services, they also have to face the problem of standing out among the surge of competition. So, how do you keep afloat in summer’s saturated market? Here are four quick tips that will not only keep you swimming, but rising above the tide:

1. Find a niche.
Subgroups are often forgotten by industries. These underserved groups are looking for someone to give them what they need. Most of all, they want companies to show them that they matter to the group at large. Maybe a traditional wedding planner notices that same-sex couples don’t have access to the same resources in her neighborhood, so she starts catering to them. As more couples spread the word and she discovers groom/groom and bride/bride cake toppers, she finds her business is booming.

2. Solve a problem.
Perhaps, the market at large is facing a conundrum that no one else has figured out yet. For instance, say you own a heating and air company, and many of the neighborhoods you serve have older homes without central air. Because of the cost most don’t or can’t invest in installation, and they find the air conditioning units that fit in the window inconvenient and in some cases dangerous. You come up with a product that allows them to cool rooms in their home efficiently without having to put anything in their window or spend big bucks on central air. Your ability to confront a challenge facing the larger group will give you an edge.

3. Offer competitive pricing.
No one is saying you have to give away anything, nor should you engage in a price war with competitors. That’s usually just a big turn off and everyone usually loses. Instead, you should get creative about offers and promotions. For instance, you could provide a free trial offer to win the trust of potential clients, when your competitors are locking them into a long-term contract from the start.

4. Provide variety.
This does not have to contradict the first suggestion of reaching out to a niche group. Providing variety is another way of saying you should diversify. While you should target subgroups and solve problems, you don’t have to limit your business to just those exchanges. And you should make sure to offer clients something your competitors aren’t. For example, to stand out among the 12 ice cream shops in town, you might offer homemade gelato, including flavors, such as hazelnut, that are usually only found in Italy.

Unique is the word of the day. Ultimately, your ability to be unique, serve unique target groups, and market your business uniquely is what will help you conquer a saturated market.

What have you done to proudly surf among a sea of saturation? Let us know in the comments below.