Why web 2.0 online calendar service Kiko failed?

In the past couple of days a lot of people have been talking about Kiko’s failure. Most of the reasons seem to hint that Google Calendar was the reason - here and here.

Don suggests that it wasnt Google that was the cause of the failure but the fact that Calendaring without email is not really valuable. I agree with Don’s analysis but there is another reason for the failure: concentrating on the wrong users. If web 2.0 companies see the nerdy/geeky users as their beachead, then they are bound to fail if Google launches a similar product. But if they pick another niche demographic, they might win the battle - the perfect example is YouTube (teens) and My Space(music lovers and now of course teens). These are demographics that dont intersect with Google’s non search services.

Startups please go after these niche demographics rather than the Silicon Valley nerds or as Josh Kopelman calls them 53,651 techcrunch users.