I don’t usually write articles that are just linking to another article, but this is so good it was worth an exception.
Patrick McKenzie, a software developer, gave a lightning talk at the Business of Software conference in 2010. At breakneck pace he explains why software businesses should target people the underserved markets that they wouldn’t normally market to. It’s a fantastic talk and pretty short so definitely take a look: http://www.kalzumeus.com/2011/03/26/software-for-underserved-markets/
Ironically, if you’re part of the minority that is not “in the United States of America”, you won’t get some of the references - watch this video first to get up to speed!
Patrick McKenzie’s blog MicroISV on a Shoestring is a very interesting read so I recommend that you add it to your RSS reader (posts and fairly infrequent.)