How to Find Your Niche (Without Getting Stuck)

In the hundreds of conversations I've had with entrepreneurs over the past few years, one question consistently comes up: "How do I find my niche?" Some have been stuck trying to decide for years, while others have opted to remain generalists. Often, they're hesitant because they're worried about choosing just one client type—or worse, picking the wrong one. They fear getting bored or not finding enough clients within their chosen niche.

Here's something comforting to consider: your niche isn’t permanent. You can—and probably will—pivot or expand your focus as your business evolves.

For example, when I first started coaching, my niche was helping people reverse insulin resistance. Last year, I completely shifted gears to focus on entrepreneurs experiencing emotional blocks like imposter syndrome and visibility fears. It was a significant change, and my business didn’t just survive, it thrived.

How Do I Find My Specific Niche?

Choosing a niche is mainly for clarity in your marketing. Think of your niche as a spotlight. When you clearly state who you help and how, those ideal clients immediately recognize you as their go-to expert. Here’s an important note: choosing a niche doesn’t mean excluding everyone else. Recently, despite my niche shift, I welcomed an insulin-resistant client because we both felt the match was perfect. Your niche serves as your marketing tool, not a restrictive boundary.

What Qualifies as a Niche?

Your niche is essentially the specific group of people you serve, defined by their unique needs or challenges. It might be based on demographics, specific problems, professions, or even shared experiences. For example, my niche is entrepreneurs struggling with visibility fears and imposter syndrome. But when speaking with therapists, I comfortably explain how Brainspotting complements traditional therapy. Even though therapists’ clients who deal with anxiety, depression, or trauma aren't my primary niche, clearly articulating how my services benefit them creates opportunities for collaboration and referrals.

How Do I Know if My Niche Is Profitable?

Determining if your niche can support your business financially is crucial. Ask yourself:

• Can they afford your services?
  A niche with financial resources to invest means less stress and higher satisfaction for both you and your clients.

• Do they recognize they need your help?
  Marketing becomes significantly easier when your potential clients are already aware they have a problem you solve.

• Are you energized by working with them?
  The right niche should excite and energize you, making your sessions enjoyable rather than draining.

How to Tell If a Niche Is Saturated (Hint: It Doesn’t Matter!)

Concerned about choosing a niche that seems crowded? Here’s the truth—it’s actually good news! A saturated niche means there's a proven demand for your services. Instead of worrying about competition, focus on how you uniquely stand out. As my mentor always says, “Don’t Compete. Stand Out!”

Remember, your niche is not a lifelong commitment. It's simply your current best answer to the question, "Who am I most excited to help right now?" Choose one, enjoy the clarity it brings, and trust that as you grow, your niche can evolve right along with you.

Need Help Choosing Your Niche?

Feeling stuck or unsure about your niche? I'd love to help. Book a free Beyond Mindset Breakthrough call with me, and we'll explore together exactly who you're excited to serve and how you can confidently step forward in your coaching business.

Jennie Hays, Brainspotting Practitioner & Trauma-Informed Business Coach
Helping women entrepreneurs clear emotional blocks like imposter syndrome, fear of visibility, and burnout—so they can grow profitable, purpose-driven businesses with clarity and confidence.

Jennie Hays is a certified Brainspotting Practitioner, experienced health and business coach with over two decades of experience in helping people heal—physically, emotionally, and professionally. As the founder of Beyond Mindset™, Jennie now helps women entrepreneurs and coaches break free from the invisible emotional blocks keeping them stuck, so they can finally get visible, get paid, and create meaningful impact.

Drawing from her background in emergency medicine, trauma-informed coaching, and somatic therapies like Brainspotting, Jennie brings a rare combination of calm confidence and no-fluff support to her clients. Whether you’re struggling with impostor syndrome, fear of visibility, or perfectionist paralysis, Jennie’s signature Unblocked Method™ helps you clear what's in the way—fast.

Her work has helped clients triple their income, stop overgiving, and finally become the Profitable Change Makers™ they were always meant to be.

When she’s not helping clients get unblocked and back in motion, Jennie’s living her best life as a wife, grandma, and coastal dreamer who believes you shouldn’t have to choose between impact and income.