“Problem you solve Result you get Specific group of people Specific characteristics No one else wants to serve This is where we hit our first major roadblock. We often mistake a niche as something that either already exists and is undiscovered, or something that someone else is already serving and we can go after that niche too. In truth, a true niche is something that you carve into the market. It’s something that hasn’t existed before you’ve defined it. However, when people see it they’ll wonder why someone isn’t already serving that niche.”