Nicolas Cole argues that a niche isn't a single market but the center of an ecosystem. A sports tech founder shouldn't just reach sports tech people, but also tap adjacent niches like sports betting, nutrition, and physical therapy. Claiming no niche puts you in every constellation, leaving everyone confused about who you actually serve.
When you pick a niche, you are not just picking a niche. What you're really doing is you are picking the center of an entire ecosystem of niches. So when you say, I'm going to target sports tech founders, what is a tangentially related niche to sports tech? We got sports betting, we have sports safety equipment, we have body tech, we have nutrition, we have massage therapy, we have physical therapy. My point is that when you pick a niche, I think oftentimes what people do is they go, I've picked sports tech, and then they look up sports tech founders, and then they go through that list and then they're like, that's all the opportunity I have. I'm struggling to find people. But you have to remember that that is the beginning, not the end. The irony of niching down is that in getting more specific, what you're really doing is you're saying, I'm going to play in this constellation of niches. I'm just going to lead with this one. And that's what allows the niche to work. But if you say I have no niche, then what you're saying is I play in every constellation and then every constellation goes, I don't know what to do with you.
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