Finding your niche in the market


Many businesses offer a wide range of products or services but struggle to become the market leader for each of their offerings. Instead of targeting a broad population, your idea could focus on a small portion of potential customers. Narrowing your scope provides the opportunity to be the best at what you do. How do you go about carving out a niche business? The answer is to define your own "micro-specialization," or the ability to become an expert on a specialized topic and target a certain subset of niche within an established industry.


1. Reflect on your passions and interests.

Is there a hobby or skill you're particularly passionate about or good at? Take some time to reflect on your areas of interest as potential niche market ideas. Below are a few questions to spark your brainstorming: What skills come naturally to you? How do you enjoy spending your free time? Do friends, family, and colleagues ask for your advice on a specific topic? How do you approach problem-solving? What topics do you enjoy learning about? Write down your answers to these questions, and begin a list of ideas to consider for your business's niche market.


2. Identify customers' problems and needs.

Now that you have some business ideas, think of the problems faced by your target market and how your passion or interest can become a product or service that meets their needs. What's their motive to buy? Research your potential customers and determine their buying and product research behaviors and the challenges they face. There are a variety of tools(including free ones) you can use to assist you as you explore your customer persona. This will give you a better idea of how your business can provide value to your niche market.


3. Research the competition

No matter what niche market you are pursuing, you should definitely investigate your potential competitors. Is there even a market for your niche?  Start entering keywords into Google that your target audience would use and see what appears. Is there an opportunity for you to stand out in the crowd? How will you plan to differentiate yourself? If you find a keyword that has substantial traffic but little competition and paid advertising, that might be an excellent chance for you to insert yourself into that market. Also, take a look at your competitor's content and see how valuable it is. You might be able to uncover an opportunity to deliver a superior product.


4. Assess potential profitability

Now it’s time to determine whether you can profit from your niche market! If you're dedicating your resources and time to a new business, it's important it has the ability to become profitable. Here are a few factors to consider when finalizing the niche you'll be catering to: Customer demographics, Customer values and interests, Customer location, Product quality & Price.



Get started! Create a simple website or landing page for your business so customers can find you and research your business. Offer a trial period of the product or give out free samples to your target customers. This initial test period should not cost a large amount of money, but you can certainly use paid ads to drive traffic to your website. If the test is not as successful as you hoped it would be, don't scrap your idea entirely. Go back to the drawing board and see if there are any key areas where your product or marketing could be improved.