Part 1 of the Niche Case Study Blueprint
Starting with a huge topic like home improvement seems sensible. It is popular, full of ideas, and easy to daydream about. Everyone wants a better home, right?
The problem is competition, vagueness, and decision fatigue. “Home improvement” is enormous. You would be competing with major magazines, TV shows, and brands with million pound budgets. You need to find your own small corner of that world.
If I wanted to start in this niche, this is the practical process I would use to move from broad to focused, then validate a clear angle that could earn and grow.
Why “Home Improvement” is Too Broad at the Start
Home improvement sounds perfect when you’re brainstorming. It’s popular, people spend money on it, and there’s endless content to create. But here are some of the issues:
- Everyone’s already there. Search for “kitchen renovation” and you’re competing with Grand Designs, major DIY retailers, and established bloggers who have been at it for years.
- It’s too vague. Someone searching “home improvement” might want anything from a full house renovation to fixing a squeaky door. Your content can’t possibly serve everyone.
- The topics are overwhelming. Plumbing, electrics, decorating, gardening, organisation… where do you even start?
The fix is to choose a smaller, sharper slice of the topic where search intent and monetisation are obvious.
A Three Step Narrowing Process
Stop trying to cover everything and start looking for your specific corner. Below is a simple path I would follow, if I wanted to get into this niche.
Step 1: List Sub Niches
Start with ideas you can write about for 50 or more posts. Then note quick pros and cons. They should be ideas that interest you and that you have access to. ‘How to declutter your mansion’ probably won’t work if you find it boring, and more than likely don’t have a mansion so don’t understand the issues you might face.
| Sub niche | Why it is promising | Potential issues |
|---|---|---|
| Small space organisation | Constant demand, strong Pinterest saves, clear products | Needs practical photos or diagrams |
| Kitchen renovations | Lots of topics, clear products | Too expensive, too technical, one off so won’t have return readers |
| Rental friendly fixes | High intent for no drill and removable solutions | Must be accurate about damage free claims |
| Seasonal storage | Spikes in January and September, clear products | Seasonal dips in late spring |
| Decluttering methods | Evergreen interest, overlaps storage | Can be generic without a clear angle |
| DIY furniture | Popular on YouTube | Tools, safety and cost barriers |
You will probably already feel that practical, everyday topics feel more appealing than major renovation.
Step 2: Apply Three Simple Criteria
Ask these questions for each sub niche.
| Criterion | What I would look for | Quick check |
|---|---|---|
| Demand | Do people actively search for this? | Google autocomplete, People Also Ask, Pinterest search |
| Monetisation | Are there products I could recommend or create? | Amazon and Etsy range, review counts, price bands |
| Depth | Could I write 50 blog posts about this without running out of ideas? | Room by room, problem by problem, seasonal hooks |
Home organisation ticks all three boxes. People search for storage solutions daily, Amazon is full of organisational products, and you could easily brainstorm dozens of room‑by‑room, seasonal, brand specific, topics.
Step 3: Choose a Specific Angle
“Home organisation” is still wide. Narrow again to serve a very specific someone. You are looking for a really specific angle.
- Organisation for busy families.
- Small space organisation.
- Minimalist organisation on a budget.
- Seasonal organisation and decluttering.
I would pick something like small space organisation because it feels manageable and specific. Many people live in small homes, and you might have some personal experience to draw on. It naturally connects to decluttering, storage solutions and budget friendly tips as well.
A 48 Hour Validation Plan
Run quick checks before writing the first post. Check to see if people actually want what you plan to offer.
For future reference, you could capture evidence as screenshots along with a few notes.
It won’t take you long to go through these checks. Maybe a couple of hours.
| Task | Tool | What to look for | Evidence to capture |
|---|---|---|---|
| Pinterest search | Search “small space storage”, “tiny apartment organisation”, “small bedroom ideas”. You should see a healthy number of pins with clear engagement. Check that there are recent pins. | 5 screenshots, board names that fit | |
| Product scan | Amazon, Etsy | Look for “small space storage” products. Reviews show buyers and pain points. Look for variety, price bands, review volumes | 10 product URLs and 5 review quotes |
| YouTube pulse check | YouTube | Solid views on small channels for “small space hacks”. Can you bring a calmer, more personal angle? | 5 video titles and view counts |
| Seasonality | Google Trends | Look for steady interest with seasonal peaks (January decluttering, September back to school, Christmas). | Trend chart screenshot |
| Social listening | Facebook groups, Reddit | Skim questions in tiny living and organisation groups. Note repeats; they’re content ideas. | A list of 15 repeated questions |
If this looks healthy, it could be a real niche with real demand.
Tools That Make This Faster
Free tools that keep things simple:
- Google Trends shows whether interest is growing, steady or declining.
- Pinterest search reveals what people are actually saving and sharing.
- Amazon search confirms that people are buying in your niche.
- YouTube search shows content demand and competition levels.
Simple keyword checks: Use Google’s autocomplete. Type “small space storage” and note suggestions like “ideas”, “solutions”, “hacks”. These are real searches.
Social listening: Spend an hour in relevant Facebook groups or subreddits and note repeated questions. Use the same wording in your posts.
Red Flags to Avoid
Not every sub‑niche is worth pursuing. Watch for these:
- Seasonal limitations. Garden content is great but peaks in spring and summer. Small space organisation works year round.
- High expertise barriers. Kitchen renovations require skills, tools and permits. Organisation relies on common sense and experience.
- No clear products. If you can’t see obvious items to recommend or create, monetising will be hard.
- Saturated competition. If page one is all major brands, consider a narrower angle.
Your One Session Worksheet
Now it’s your turn. Work through this in a single sitting to get momentum.
- Pick your broad niche.
- Brainstorm 8 to 10 sub niches.
- Score each on demand, monetisation, and depth.
- Shortlist one winner.
- Validate in 48 hours using the table above.
- Narrow again to a clear audience and angle.
- Draft the first 12 posts with one product slot in each.
Useful AI Prompts
Use these to accelerate research and planning.
- “List 40 tiny storage problems renters face in small kitchens. Group by storage, food prep, cleaning, and shopping. Add 3 likely products for each problem.”
- “Generate 50 long tail keywords for small space wardrobe organisation in UK. Label intent as informational or transactional and propose a blog angle for each.”
- “Create a 12 month content map for small space organisation. Balance evergreen and seasonal. Include one lead magnet idea for each month.”
- “Outline a 1,500 word post: No drill storage for tiny kitchens. Include H2 and H3 structure, 7 practical fixes, safety notes for rentals, and a 15 minute setup section.”
What To Expect Once You Niche Down
When the angle is sharp, you usually see:
- Clearer search intent and easier internal linking
- Better Pinterest saves because the content fits a specific need
- More email sign ups because your lead magnet matches the problem
- Obvious product ideas because the pain points repeat
Most importantly, creating content will feel more enjoyable. You will know who you are talking to and what you are solving. You are not trying to write about some big, generic, problem that you probably don’t know anything about.
👇 Pause and Think
Which specific audience can you serve in the next four weeks, and what problem do they wake up with that you can solve in one post plus two product picks?
See also on Good Time to Start
- Choose a Niche for Your Online Business
https://goodtimetostart.com/choose-a-niche-for-online-business/ - Learn How to Make Money Online
https://goodtimetostart.com/learn-how-to-make-money-online/ - Building Your Side Hustle Without Quitting Your Day Job
https://goodtimetostart.com/side-hustle-without-quitting-job/
Download the Niche Blueprint Workbook
Grab the Niche Blueprint Workbook from the final post in this series.
Coming up in Part 2
Next we will shape a simple brand and message that stands out in your chosen angle. You will write a one sentence USP, choose three message pillars, and make a tiny brand kit you can use everywhere.