This is an “add-on” (I guess it could be called that.) to my recent post on “What is the purpose of your web site?”

In that post, I talked about getting clear on your purpose, purpose of your web site, purpose of your business, and your niche. What does “niche” mean?

Before the Internet, we had stores in locations. There was a Sears store in your town. There was one in my town, too. They pretty much sold a generic variety of products, what people seemed to want in your town and in my town. However, with the Internet, we don’t need a Sears in your town and another in my town. We can get the same products online. And, even better, we can get those odd, one-of-a-kind, nobody-will-ever-buy-that products online. Things like teddy bear clothes, exotic herbal teas, recordings by artists and singers in faraway lands and languages, etc. Each of those things has a “niche” market. Maybe not a lot of people would really want them but you can reach those “exact” people who would want them through the Internet. This is a profound economic advantage that never existed before.

So, finding your niche means figuring out who those “exact” people are who would want your product or service. And that means you have some work to do. Figuring out your niche the most important part of figuring out your purpose. Why? Because your purpose will end up being to serve your identified niche. If you want to sell something somebody will want to buy, it has to be something that your identified “somebody” will want. So start there: who is that “somebody”?

It also turns out that you, the seller or provider, will have a relationship with that somebody, your potential and future client or customer. You will share common interests, values, understandings, and hopefully the sharing will be mutually beneficial, fun, and all-around happy. That relationship comes first–ahead of the “exact” products and services you provide. Build that relationship. It will make all the difference in the world.

So, as you figure out your niche market, you will probably find that it calls for some “inner work”, self-understanding, and self-growth, maybe some “pioneering” spirit, that was not really part of doing or having a business before the Internet Age. You will need to find a purpose that isn’t just about business goals. Your purpose will need to provide the spark and energy and drive that will evolve into your business goals. You might even call this work “transformational”. I know, sounds like some “New Age” fluff. But, if you think about it for a minute, where do you get the energy to start a new project or enterprise? It has to come from somewhere…