Niche

A specific, focused segment of a market with its own particular needs, preferences, and identity. A niche is always more specific than a general market.

Niching down feels counterintuitive. It seems like you're shrinking your audience. In reality, a clear niche creates stronger resonance, higher conversion, and loyal customers.

"Fitness" is a market. "Postpartum fitness" is a niche. "Postpartum fitness for Black women" is a deeper niche, and likely more profitable because it speaks to a very specific pain.