I say this at least 10-20 times per day…

You have to choose one niche – one person, one customer – to start getting traction with you’re an early-stage eCommerce Founder.

If you don’t, you won’t be successful.

Straight up.

There are no negotiables on this. This is where all successful product businesses start. All.

But half the time, early-stage eCommerce founders really struggle with choosing their niche. And you fall into one of two categories:

  1. You feel like you can’t make assumptions about your customer because you don’t know who your customer is;
  2. Or you refuse to make decisions because you don’t want to limit yourself.

Both are just as bad as each other because they’re both equally stopping you from achieving traction and saturation. So, please get your shit together and change this.




Easier said than done, right?

This is why people hire me and Business 2iC because making these decisions is bloody hard.

  1. It’s going to require you cutting off people off from your business (at least for now).
  2. It’s going to require you focus and not continue indulging in shiny object syndrome.
  3. It’s going to require that you take the reins of your business and actually make a decision for once.

We’ve all heard the saying

The riches are in the niches.

And it’s true, but today I want to talk to you about a different angle on this. Today, I want to talk to you about riches in unexpected niches. To do that, I’m going to introduce you to my new client, Antipodean Witch.


Antipodean Witch subscription box, early stage eCommerce business


The founder behind the company, Omega Howell, is now the Director of the Southern Hemisphere’s largest witch subscription box. And she’s also reaching saturation with what she’s done so far.

As you can imagine, selling to witches is a tight niche. It’s very specific, very defined and very insular.

And given how specific Omega’s product is, you might be forgiven for thinking that “of course, she’s selling to witches”. Because, yes of course she is. But that’s not the only person Omega is selling to now.

When I first met Omega, we were talking about scaling what she currently has. And yes, rolling out new content and new strategies selling to the same people would make her more money and build a bigger business.

You’d do really well doing that.

But if your goal is to build a fucking huge eCommerce business, it’s not the best way to go. That’s because you can only sell so many witch boxes to witches, right?

So the question then becomes, who else can you sell your product to?

You can sell pretty much anything to pretty much anyone.

Yes. Really. This is the biggest breakthrough you need to have, right now. Today. Because it’s the truth.

If you understand what someone values and why they value it, selling your product to them is simple. You just explain its features and benefits in relation to their values and goals for themselves.


So when I was looking at Omega’s business, what she is doing and what she ultimately wants to achieve for herself and her business, I knew that it was time to look at her product in a different way.

Think about your niche like you think about a circle.

If you’re getting great results in your niche and you’re steadily launching new strategies that are consistently successful, then the answer to scaling your eCommerce business is not more money and more strategies.

The answer is pushing the edges of your circle out.

Who is on the edge of your current niche right now, and what do they value?

That’s how we’ve been selling witchcraft boxes to scientific cynics. Seriously. People who believe in science are spending $40 a month on witchcraft.

I can hear the questions zipping around your head.

How? Why? What did you say? What targeting did you use?

All of that is irrelevant.

Those answers aren’t going to help you grow in your eCommerce business. What is going to help you is defining your god damn niche. Whatever it is – if you want to sell witchcraft to yoga people, or witchcraft to skeptics or witchcraft to hippies – that persona is 100% irrelevant.

I’m not kidding.

It’s irrelevant who you sell to.

What matters is:

  1. You make a decision about your personas; and
  2. You sell to those people in terms they value.

That’s it. That’s how Omega’s selling witchcraft to skeptics. And it’s how she’ll sell witchcraft to yoga people, to hippies, and to basically anyone she sets her eyes on.

Because she understands that the niche is irrelevant and it’s all about how you sell to them.

If you define the customer well enough and understand them deeply, outside of why they buy skin care or witchcraft or whatever your product may be, you can talk to them about the benefits of the product for the greater vision of their self.

That’s how you sell lots of product, to lots of different people.

So let’s look a little closer at the skeptic persona, because that will give you more insight into what we did.

Defining your customer persona

The skeptic persona is your typical science-based fiend. They only believe that which can be measured and they dismiss all things which can’t be explained.

This is the most impressive part, right?

Well, it’s not really.

Here’s the thing –

The Placebo Effect is very real and witchcraft works if you believe it does. Not because it’s witchcraft, but because your brain believes that you have cast a spell for money or success.

You can hack your brain to believe you have more chances of making more money, so that when the opportunity to make more money presents itself, you are more likely to engage with it.

That’s. What. We’re. Selling.

Not witchcraft.

Get out of your own head

Because selling witchcraft to skeptics would never have worked, because they don’t want to engage with woo. What they do want to engage with is hacking themselves in scientifically proven ways.

So that’s what we’ve offered them. And that’s what they bought.

Or you can just jump on a call with me and we can fix your niche problem in less than an hour. I’d be happy to give you my time.

Book in a deep dive strategy session with me.