The 30/60/90 Marketing Plan · Chapter: Choose your niche
Pick and narrow your niche
Who. Write down the kind of person you most want to help. Start broad, then narrow in three passes. Pass one: a general group (for example, "pet owners"). Pass two: add a situation (for example, "new puppy owners"). Pass three: add something specific that sets them apart (for example, "first-time puppy owners in apartments"). Stop when you can picture one real person.
Problem. Write the one problem that person wants solved. Use their words, not yours. Good places to find their words are the comments under posts in your area, reviews of similar products, and questions people ask you directly. Copy three sentences exactly as they were written. These are your raw material for headlines and ad copy later.
Where they gather. List the two or three places this person already spends time: a group, a forum, a platform, a newsletter, a search phrase they type. If you cannot name a place, your niche may be too vague or too small. Go back one step and widen it a little.
Can they pay? Ask honestly: does this person already spend money on solving this problem? Look for signs such as paid products, paid courses, services with prices, or sponsors in their favourite newsletter.
Write the niche sentence. Fill in this line and put it at the top of your facts sheet:
"I help ____ (who) with ____ (problem) so they can ____ (what they want instead)."
Word for word from the guide. Step D is shortened here; the full guide also has a validation checklist and the Scout chapter that follows it.