I believe his products are capitalizing quite well for his target audience. Indeed, I would go as far as saying he owns a fair share of that market and controls

I believe his products are capitalizing quite well for his target audience. Indeed, I would go as far as saying he owns a fair share of that market and controls it quite well. You just want to work on a larger scale, but don't be ignorant of the pieces coming together with a smaller puzzle... you're both still working on the same picture. Create a product, get it out there, make your target audience turn into a loving community, and make money. No matter how much you turn business into some complex monster: the fundamentals will always remain the same.