Sometimes business owners don’t know how big their customer base is. They may have a target audience but their product or service may appeal to others they haven’t thought of.

One Utah business owner, John Borkoski, saw his restaurant The Beehive Grill attract new customers and after he stared brewing his own root beer in addition to his own microbrews. What started as a beverage option for children become very popular and an unexpected source of revenue and customers.

As chief brewer, Jeff Van Horn, told the Salt Lake Tribune:

“We didn’t realize who our customers would end up being,” said Van Horn. “It sold well enough to spend more time on it and put more effort into coming up with new flavors.”

Today his recipe box has half a dozen carbonated sodas including black cherry, grape, orange cream and even pink pomegranate lemonade.

Van Horn estimates The Beehive Grill is probably going through 45 to 50 (5½ gallon) kegs of root beer a week. And as a result of their new offering, they’re attracting new customers.

Of course a restaurant is one thing. Owners can up with new dishes and recipes and know relatively quickly if it’s popular or attracting new clients

However, when your storefront is a website and you have a long and complicated sales cycle, finding those unexpected revenue streams isn’t easy. However there are three things you can do to get a better idea of other products or services that your prospects customers are interested in.

1. Pour over your analytics data

Look at how search engine visitors are finding your website. Why keywords and phrases are they using to find your website? Are they looking for a product or service that’s closely related to what you offer now? What pages of your website do they go to? What do they do once they arrive at your site?

With the right website data, you might discover an underserved market – one that your company could expand and move into. Remember, growing your business is about knowing what the customer wants – not what you think they want.

2. Talk to your sales team

Your sales team often has the most up-to-date pulse on what customers are asking for. Talk with them one-on-one and let them tell you what prospects are telling them. Are they looking for more than what you’re currently offering? Does the lack of a product or service costing them sales and affecting your businesses bottom line?

3. Talk to existing customers

Take some time to do informal surveys with some of your clients – especially those who may not be fully utilizing your product or service. Ask them what they like and don’t like about what you offer and what they’d like to see that could compliment your offering. If there’s a general consensus among customers, you might have found an new stream of revenue and a way to expand your business.

Mark Cuban has a great post on his blog titled “Success & Motivation – 2009”

Though the post is directed for those looking for a better job in the recession, it’s also great business advice. Cuban’s 5 ideas for changing your fortunes this year include:

• Recognize that its [sic]ok to live like a student…. The cheaper you can live, the greater your options. Remember that.

Same goes for a business. You don’t need fancy offices or computers to get started. Just need an adequate space to get going. Your basement or garage works just fine

• Take Lots of Chances….Creating opportunities means looking where others are not.

Don’t follow the herd. The world is full of ways to update Twitter. Develop the next social networking or lead generation breakthrough on your own.

• Figuring out if you are in the right job….If you love what you do so much that you are willing to continue to live like a student in order to be able to stay in the job, you have found your calling.

If you love the business you’re staring or are working hard at, then keep with it. It beats wasting your time at something you hate.

• Figure out how to be the best…. So rather than trying to convince people you are the best, let the quality of your work do your talking.

Do something better than anyone and knowing how to market it is the KEY to making your business dreams a reality.

• Start the day motivated with a positive attitude.

Not much to add here. If you approach the problem with the right mindset, you’re bound to work harder and create more opportunities for yourself.

You can read Cuban’s entire post here.