7 questions to discover and understand your niche

It happened some weeks ago when I was talking to my fiancè and she wasn’t sure about her skills in finding a niche.

“How do I find where to sell a product to them?” she told me.
Then I decided to do a small test with her, to see if this was something a total newbie in any area could do.

We were talking (as an example) about a new kind of wine (or something related to it), and we wanted to discover where the possible clients were.

I asked these questions and we got a LOT of examples

  1. Is your product high-priced or low priced?
    useful to targeting group of people and their interest
  2. Your ideal client, what’s his/her name, where does he live, what he wears usually and what does he do for a living?
    we discussed a random guy named John who is a bit of a rich man, has eyeglasses and so on.
    The point here is to be very specific about our guy or our girl.
  3. Where you can usually find wines?
    this is where the interesting thing start. We are looking for places.
    You should stop 2 or 3 answers later the “I can’t find any more of that” affirmation 
  4. What are the things (selleable, like objects) related to wines?
    – 4bis: where you can find them?
    here we are tackling side-related places that still have a context that’s relevant to wines. The first questions helps you understand what other topics exists and then you search out for places.
    Move on, as usual, 2 or 3 answers later the “I can’t find any more”
  5. Where do people like John who like wines hang out in real life?
    Now we’re moving onto discovery places related in other ways to the wines.
  6. where do John hangout in the internet?
    Here we think about the places online we might find John and his network of wine related friends
  7. What kind of movies/book our dear John likes?
    Now we’re getting somewhere different, our goal is to find a topic that’s related to wine to include wine as part of the offering.
    Our John was a fan of Lars Von Trier, a famous film director.
    We imagined how nice would it be to create an event that included rare movies and good wine as a possible idea.

If you have any product, you can dive into this 7 questions to find more about your users.
The key elements are

  1. You are allowed to ran out of ideas only  3 ideas after your first “I can’t find any more…” (this will ensure that you are trying hard)
  2. To think about new questions, try to be as much unrelated and rambling as possible.
    If you stick between the frame you can’t get out of it, and our point is to find new things. So wherever you are truly stuck, use a question that seem foolish.
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