Find your niche.

drei Nischen in einer Holzwand und in einer sind Würfel

Anyone founding a company in a market segment where there are many competitors should consider whether there is a niche that can be filled. Those who find this niche for themselves have the chance to stand out from the crowd.a In addition, a clear positioning helps to establish yourself as an expert in this field and to gain a loyal clientele.

When looking for this niche, it is important to look in a direction that fits both your own interests and the needs and interests of potential customers. Of course, you can also be the one nerd that no one can get past because only you have the solution to a particular problem. But this is rather rare. When looking for niches, it is also important to think a bit broadly. We have put together a few points that will help you find your specific niche.

Analysis of the work done so far.

Review what you have done so far or what you have to offer. For example, if you want to start your own business as a journalist, read through all your previous articles, reports or other journalistic contributions and identify topics that you write about frequently or that have received particularly positive feedback. This can help you identify patterns or areas of interest.

Strengths and expertise

If you are planning a service business, consider the areas of the industry in which you are particularly knowledgeable or have special expertise. If you install flooring, you could specialize in natural wood, or flooring for specific houses on consulting damage cases in this segment. The point is that wherever your passion lies, you naturally radiate competence to the outside world.

Define target group

You already know this point from the business plan. It will also accompany you again and again in the course of your self-employment, for example, when the market changes. Think about the audience you want to reach with your content. For example, are they young adults, professionals, experts in a particular field, or people with specific interests? Define your target group as precisely as possible.

Identify niche

As a founder, you are required to keep an eye on the market. Not only because it changes, but also because sometimes opportunities arise if you look closely. Observe and consider whether there is a niche that has not been adequately covered so far and that fits your strengths and interests. If you are a journalist, for example, look for topics that you can write about and for which there is a potential audience willing to pay. And then test your concept: write a series of articles that target your potential audience and your chosen niche. Publish this content on different platforms or on your own blog to get feedback from readers and potential subscribers.

Convincing added value

Make sure that you offer a clear added value with your offer. After all, people pay money or invest their time or both. Maybe think about what additional benefits you could offer them. Maybe a discount or an additional service. You can also stand out from your competitors with actions like these.


Many founders shy away from thinking in terms of “niche” right from the start. They are afraid of not being broadly enough positioned, since every order often counts at the beginning. And even if this is an argument that cannot be dismissed so easily, it makes sense to keep your eyes open for a niche. Sometimes it comes from the first customer experiences, when it is clear what they are looking for or what problems and challenges your customers are facing.