Pick your niche

Why go narrow

A niche is a specific group of people with a shared problem. "Small businesses" is too broad. "Independent wedding photographers who still build quotes by hand" is a niche.

Going narrow helps you:

• know where to find future customers;
• speak their language on your page;
• build fewer features, but the right ones;
• stand out from general-purpose tools.

You can always widen later. Starting broad makes everything fuzzy.

What makes a good niche?

• Reachable: you know where these people gather, online or off.
• Able to pay: they have a budget, or the problem costs them money.
• Big enough: you don't need a giant market, but you need enough potential customers.
• Familiar: ideally you know this world, or you can easily talk to people in it.