Let’s be honest, ‘find your niche’ is one of those phrases that sounds simple until you’re staring at your laptop at midnight, wondering if you’re being daft for even trying. I remember thinking, ‘How do I even know what’s mine?’ It felt like choosing a new career at this stage of life. Slightly terrifying, deeply personal, and with my pension looming, rather urgent too.
Can You Relate?
If you’re like most people who’ve been in traditional jobs for decades, the idea of choosing one specific thing to build a business around can feel paralysing. You’ve worn a hundred different hats over your career, managed budgets, solved problems, dealt with difficult people. So how do you now boil all that down into something that could actually supplement your pension?
Add to that the flood of online advice from twenty-somethings telling you to ‘find your passion’ or ‘monetise your Instagram’ (when you’re still figuring out Instagram Stories), and suddenly you feel like you’re back in school, except everyone else seems to know the answers.
Here’s the Good News
The truth? You don’t need to get it perfect on the first go. Your niche can evolve. What matters is choosing something that feels like a decent fit for where you are now, and getting started. You can always refine and pivot later.
Think of it like choosing a pair of shoes for a walk. You just need them to be comfortable enough to get going. You can swap them out later if they start to pinch.
Real Talk: What You Actually Need to Know
Here’s what I wish someone had told me when I was overthinking my niche choice: it’s not about finding the perfect idea that will make you millions overnight. It’s about finding the intersection between what you know, what you enjoy enough to stick with, and what people actually need help with. Let’s break this down into manageable pieces.
Start with What Interests You
You’re going to be spending time on this, possibly every day. So if your chosen niche bores you senseless, that’s going to be a problem. Start by asking:
- What do I enjoy talking about?
- What kind of content do I naturally gravitate to online?
- What would I still find interesting six months from now?
It doesn’t need to be your life’s great passion. Just something that doesn’t make you groan when you sit down at your laptop.
Tap into What You Already Know
This is where people our age have a serious advantage that most online gurus won’t tell you about. You’ve probably forgotten more practical skills than most thirty-somethings have learned.
Think about it:
- Have you managed office politics for 20+ years? That’s conflict resolution gold.
- Raised a family on a budget? That’s financial planning expertise.
- Navigated redundancy or career changes? That’s resilience coaching.
- Dealt with ageing parents while working full-time? That’s life management mastery.
You don’t need to be the top expert, you just need to be a few steps ahead of someone who’s where you were five years ago.
Check the Demand Without Overthinking It
Here’s where some basic research can help. Use tools like:
- Google Trends – to see if your topic is gaining or losing interest
- AnswerThePublic – for real questions people ask
- Pinterest or YouTube searches – for what’s already working
You’re not trying to predict the next TikTok trend. Just check that there’s a real group of people searching for info, solutions, or products in your chosen area.
Know That Competition Isn’t the Enemy
A niche with competition usually means there’s demand. Don’t let it scare you off; especially don’t let younger competitors intimidate you. Your life experience is your secret weapon.
Could you focus on people in similar life stages? A UK audience who understand your cultural references? People who appreciate wisdom over flash?
For instance, ‘budgeting advice’ is massive, but ‘budgeting for a comfortable retirement when you started saving late’ speaks directly to a specific, underserved group who’ll value your perspective.
The Money Reality Check
Let’s address the elephant in the room. You’re not doing this for fun. You’re looking at your pension projections and thinking, ‘That’s not going to cover the life I want.’ You’re right to be thinking strategically.
The good news? You don’t need millions of followers or to become the next big influencer. A niche that brings in £500-£1,000 extra per month can transform your retirement. That’s a handful of dedicated customers or clients, not a stadium full.
Personal Experience
When I first started this blog, I spent weeks agonising over my niche. I had spreadsheets everywhere: ‘gardening tips for small spaces?’ ‘budget travel for over-50s?’ ‘helping people start side hustles?’ I kept thinking I had to get it perfect before I could start, especially with retirement creeping closer and every month counting.
One evening, after another fruitless brainstorming session, my partner asked, ‘What would you tell your best friend if they were in your shoes?’ That stopped me cold. I’d tell them to just bloody start something and adjust as they went. So I did. I picked ‘helping people start side hustles’ because, ironically, I was learning it myself. That shared journey became my unique angle. Not the expert teaching from on high, but someone figuring it out alongside my readers.
What You Can Do Today
- Write a quick list of 10 things you know a bit about or enjoy talking about.
- Circle the ones people often ask you for advice on.
- Google or search Pinterest for those topics. Just see what’s out there.
- Pick one and sketch out how you might help someone just starting in that area.
Bonus: Say your idea out loud to a friend. If it makes you smile or gets you talking… you’re probably on the right track.
Remember: Your Perfect Niche Formula
Your Life Experience + Someone Else’s Current Problem + Your Unique Perspective = Your Profitable Niche
You’re not looking for the ‘hottest’ niche. You’re looking for the right fit between what you know and what people need.
Don’t Let the Fear of Choosing “Wrong” Hold You Back
Look, choosing a niche doesn’t mean you’re stuck forever. This isn’t a marriage proposal. It’s just a starting point.
So don’t let “analysis paralysis” stop you before you’ve even begun. It’s better to take a step in any direction than to sit still waiting for the perfect idea to land in your lap. Most people figure it out as they go. You will too.
Your Turn to Share
I’d love to hear what’s holding you back from choosing your niche. Is it the fear of picking ‘wrong’? Worry about competition? Or something else entirely?
Drop a comment below with your biggest niche-choosing fear, and I’ll personally respond with suggestions. Sometimes an outside perspective is all we need to get unstuck.
And if you’ve already chosen your niche, share what finally helped you decide. Your experience might be exactly what someone else needs to hear today.
Ready to keep going? 👉 Next in the series: The Real Risks of Starting an Online Business. Or go back to the beginning: Learn How to Make Money Online – A Beginner’s Guide