Niche
A specific, well-defined audience or theme your products target — the narrower and clearer, the better.
A niche is a focused segment of the market defined by an interest, identity or occasion — "bernedoodle owners", "pickleball players", "NICU nurses". Niching down means competing for a smaller, more motivated audience instead of fighting everyone in a generic category like "funny t-shirts".
The best niches balance demand (enough people searching) against competition (not too many sellers already there). A niche with proven demand and low saturation is where new POD shops win — which is exactly what market research tools measure.
Example"Dog shirt" is a saturated category; "bernedoodle dad shirt" is a niche with a clear, motivated buyer.
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