Build your product faster. How? By Niching Down.

If your product works well for a specific group of people, you will not have to tell others to use it, they will simply start using it.

It’s easy to get lost in the idea of building a product for millions of users right from the start. We romanticize the process of product creation a lot, seeing only the finish line and not the journey in between the start and the proverbial success if so to speak, even I have been a victim of this not so loving romantic relationship with product building.

You have probably already read a lot of articles and quotes that tell you to enjoy the journey and the process as much as you would the success, luckily or unluckily for you, this is not going to be one of those.

So how do you build for success?

Niching Down.

Building for a specific group of people with a problem that you know intimately or better yet have experienced yourself.

This doesn’t mean you will not romanticize the product, neither does it mean you are aiming low or watering down your dreams and ambitions.

It only means that you are building with a lot more focus and consequently with much more ease. You are keeping things simple and concise especially as far as building features is concerned

It also means that you will begin to see results early on and this will be a great boost for your morale and will help you keep working on the product. You will also be able to get people to use and test your product early on.

Niching down doesn’t just apply to the group of people who will use the product, it also applies to building something that solves only one specific problem (that a whole lot of unrelated people might be facing)

Every big product started by targeting a small group of people:

Facebook started as a website that connects students at Harvard University.

Instagram started as an app that simply allowed users to check in their location with friends. And there after a very simple photo sharing mobile app (capture, add filter and share.)

When Etsy, the giant e-commerce platform started, it was a virtual storefront for hipsters’ arts and crafts.

Airbnb started as a way for two people to earn extra income by renting out extra mattresses to conference goers at more affordable rates than hotels.

Amazon started as an e-commerce website for books.

Money254 is a much recent one that I personally love and is a website that helps Kenyans identify the best loan products for their specific needs. They also have an app now and write very educative blogs.

Pickup Mtaani, a Kenyan startup that mainly provides logistics services for small sellers on social media (social & e-commerce sellers) does this so well people use the service to send other types of parcels.

This list could go on and on, but the take away here is that when you are starting out small, it is wise to focus on a certain group of people whose problem you can solve even with your eyes closed.

In today’s world where there are millions of apps, websites and products on the internet fighting for people’s attention, niching down can be the hot knife that cuts through all the icy noise.

Focusing on a niche or on one specific problem also allows you to be able to do marketing easily. Writing blogs and articles is easy because you are focusing on a particular problem and attacking it from different angles, connecting with users/customers is also much easier on social media, niches also allow you to be comical with your marketing as you understand your user very well.

The advantages far outweigh the cons, immensely. Sales, which is the hardest part of working on any product also becomes much easier because it is tied to marketing which you are now killing, why? Because are focused and most things in your process are clear.

The Swiss Army Knife was originally intended for use by the army in opening canned food and disassembling the M1889 Swiss service rifle which required a screwdriver for assembly. It was used by army personnel for a long time but now it can be purchased by anyone anytime.

Remove BG (Background) websites were meant to help designers remove backgrounds from photos faster without having to use Adobe Photoshop, but now, everyone uses them.

If your product works well for a specific group of people, you will not have to tell others to use it, they will simply start using it.

Growth begins from a singular focal point, find yours today.

Idea: Therapy app/platform for health workers.

Doctors, nurses, paramedics and health workers in general see a lot and deal with a lot that would make anyone easily depressed and anxious yet it is very hard to find a platform dedicated specifically to the mental health of these healthcare based professionals.

A simple google search will give you the staggering statistics of the challenges and harm that health workers undergo and have to put up with on a daily basis. Not all of them have family and friends to talk to at the end of a hard day thus a simple private and somewhat social app would be a great way for them to let go of the many thoughts backed up in their minds.