Grandma's Sausage and Peppers

My Sicilian grandparents immigrated from Syracusa in the early 1900s to Philadelphia and then soon moved to New Britain, Conn. There, my grandfather Santo took a factory job, while my grandmother Rosa opened a small Italian market next to Union Works, a large manufacturer. Neither grandparent spoke English; both were hard working; Rosa was a natural business person.

Location, location, location. Rosa had it. Not only was her store next to a factory employing thousands who cherished the convenience of picking up a quart of milk, a loaf of bread or a can of beans before heading home after a hard, sweaty day's work--Rosa figured out a niche: Sausage and peppers.

In a large vat in the back room, Rosa's Sicilian-style sausage and roasted peppers swam all day in a rich hearty marinara sauce. In those days, immigrants lived in cultural enclaves. The factory and the store sat amidst Italians and Polish, fresh off the boat. A Sicilian sandwich made with sausage was the perfect lunch. And when the noon whistle blew, lines out the door began forming. For Rosa, the key was that when these immigrants returned to their homes, they talked about Rosa's market, especially her sausage and peppers grinders.

Word of mouth began to spread, and soon mothers pushing baby carriages and grandmothers out for their daily constitution began stopping in to pick up a few groceries and buy some grinders for dinner. Business grew. By the time my grandfather Santo passed, the store was a huge success. So much so that my Sicilian grandmother, whose passport was stamped with the word peasant, identifying her low status, owned three apartments, all paid for by the small Italian Market she started on Church Street.

The Keys: Rosa understood marketing and her market told a great story of immigrant success. Her customers shared that story. She also understood the value of knowing her customers wants and needs and creating a niche to fulfill them. In her case, it was a sausage and peppers grinder. Finally, she understood real estate values and opened a market next to a ready source of customers who needed and wanted her goods.

Questions: Do you know a business person like Rosa? What is their story? Their niche.