2 builders who never spoke to each other

Publish the reference a neglected market never got

Pick a segment where the information available today is genuinely poor and build the thing it is missing: the review directory nobody has assembled, the comparison table for a category nobody benchmarks, the coverage the big publishers will not touch. Where a rival already owns the raw data, publish the interpretation instead and answer the question their numbers leave open.

The method

1. 01

   Build the review directory a fragmented local service market has never had, then sell listings and advertising back to the businesses in it.

2. 02

   Build the side-by-side comparison site for a category nobody is benchmarking yet, become its front door, then charge enterprises for API access to the data.

3. 03

   When a competitor already owns the data, publish the interpretation instead: answer the question their numbers leave open.

4. 04

   Pick a segment where the information available today is genuinely poor and write the resource that segment is missing.

5. 05

   Review the new direct-to-consumer brands the big health publishers will not touch, because the advice demand is there and the incumbents are not covering it.

What it returned

• 17

  Glen Allsopp found 17 pole dancing schools in London alone, with four ads and a map pack on every query he tried, and no directory anywhere letting people rate them.

• $3

  David Waring started FitSmallBusiness because coverage aimed at existing bricks-and-mortar small businesses was thin. Annual revenue went from $3 million to over $16 million, earned mainly on commissions from products and services featured on the site.

• Price, latency and verification method all vary between providers, and the interval between re-checks runs anywhere from seconds to hours, yet almost nobody lists them together.

• Graphtreon shows what each Patreon creator earns but not what they sell, so Glen Allsopp rewrote his piece to explain each creator's offer rather than republish the numbers.

Sources

• 54 of the Biggest Earners on Patreon (And What They're Selling) - Detailed.comGlen Allsopp · detailed.com · There’s Always an Opportunity to ‘Datafy’ New Websites · 2023-01-04
• 51 Profitable SEO Niches to Dominate with Low Competition - Detailed.comGlen Allsopp · detailed.com · The Web Needs a Pole Dancing Directory, Believe It or Not · 2016-08-25
• 20 Successful Blogs And Their Latest 2024 Revenue Numbers - Detailed.comDavid Waring · detailed.com · FitSmallBusiness – $16M+ in Annual Revenue · 2022-01-23
• Blind AI: Idle-Mac Networks, Zero Premium, Discovery Risk - Trends.vcDru Riley · trends.vc · ☁️ Opportunities · 2026-06-24