Starting a business? How far should you niche down?

In business, how far should you niche down?

Alyssa said,

I am currently building my business and saving up to make my escape! Recently I have spent a lot of time working towards opening my own Etsy shop to create some passive income. One not so small task is still unfinished and the longer I wait the worse it gets! I have no idea what to call myself! I will be selling various wedding invitation designs and paper type item designs (think save the dates, table numbers, thank you cards, the list goes on and on!) for instant download that only require the bride-to-be to fill in the info and print.

My future plan is to create invites that cater to the nerdier couples with fun themed weddings and my issue is that everything I have read says “niche down” over and over, but how niche is too niche? I think “The Nerdy Bride” is an okay name for me and could work, but I am afraid that it might stop typical brides from purchasing from me even though I am starting out with more general not necessarily nerdy designs. Any advise would help me so much and thank you so much for your time!

Great questions Alyssa! I think this is something a lot of people struggle with. They want to cater to a specific group of people while still bringing in the most revenue possible and worry that by niche-ing they’ll alienate some potential buyers.

My guess is you’ve done your research and you know there is a huge group of people selling invitations on Etsy. A quick search on only found 68 “nerdy wedding invitations” compared to 160,814 “wedding invitations,” which means if you want to have a viable shop and be able to make your escape, you need to stand out. You can be an invitation designer or you can be THE nerdy invitation designer.

Yes, some people will skip your shop because they’re looking for something traditional (if they ever find their way to your shop at all), but for a huge set of brides, your shop will be exactly what they’re looking for.

My advice – niche down, claim your ground, and focus on creating a unique and high quality product that all those nerdy brides will be excited to share with their friends. I wouldn’t waste time designing traditional invitations at all. And maybe, instead of designing just wedding invitations, you could throw in a few things for nerdy birthdays and baby showers too!

What do you guys thing – how niche is too niche?


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  1. says

    I totally agree on that last bit! Be the go-to paper goods person for nerdy parties of all kinds! Give people a great experience and then they’ll come back for their 30th birthday party or whatever!

  2. says

    Thank you so so so much for answering my question! This is a huge help! I am going to go for it, I am so ready to be THE Nerdy Invitation designer. :) Also I love the idea of doing other invitations for birthdays and other events!

  3. says

    I love this!!! I think when I was just figuring out the niche for my blog, I worried that I was limiting myself, but it has been amazing and I have the right kind of readers for me and it’s built great community and made blogging even more of a passion for me!

    • Sarah Morgan says

      Yes! Blogging or business is much more enjoyable when you draw the right people to you. It gives you a clear purpose and makes it easier to write, create products, and market everything!

  4. Melissa says

    All I know if it wasn’t until I niched down that I started seeing my business grow. It was like I was limiting myself by being too broad.

  5. says

    Niche down for sure. Nerdy is super trendy right now. I love Sarah’s idea of doing nerdy birthday cards, too. You could do nerdy for just about every holiday. What about The Nerdy Paper Girl? (For a name)