Discovering your business niche is a journey filled with passion, self-discovery, and a desire to make a difference. In this article, I’ll share my personal experience in finding my niche – creating an Arabian beard care brand that not only filled a gap in the market but also helped redefine the perception of Arabian brands and empowered my community to reclaim an essential aspect of our identity. I’ll guide you through the five crucial steps I took to turn my passion into a thriving business, and how you can do the same. So, let’s dive into the journey of finding your niche and making a meaningful impact on the world.
Step 1: Embrace your passion and let it guide you
When I started growing my beard, I was genuinely surprised by how much it fascinated me. I found myself excited to grow and style it, diving into the world of beard care with enthusiasm. Initially, my wife wasn’t fond of my new look, and after six months of growth, I impulsively shaved it off. The moment I did, I felt an immediate sense of regret, worried about what I had done. As my beard grew back over the next six months, I received numerous positive compliments, and even my wife eventually came around, encouraging me to keep it.
This experience revealed a hidden passion within me, a passion that later became the driving force behind my business. You never know where your passion might lie. Don’t be afraid to embrace your quirks and explore what truly makes you happy. When you let your passion guide your business, work no longer feels like a chore; instead, it becomes an extension of who you are. By fully immersing yourself in your interests, you’ll find the motivation and drive to turn your passion into a successful venture that not only satisfies you but also provides value to others. Pay attention to the things that ignite your enthusiasm and let them guide you towards your unique niche.
Step 2: Identify the gap in the market and embrace your mission
As I discovered my passion for beard care, I noticed that companies were popping up all over the world, but there wasn’t an Arab one. To be honest, I felt a calling to start one. The history between Arabs and beards is deeply intertwined, and after 9/11, we were often advised to shave before travelling to avoid being selected for “extra screening.” This, coupled with my background in social work, fueled my desire to “reclaim the beard” not just for myself, but for my entire community.
We didn’t have to be mere consumers of beard care products from abroad. We had everything we needed to create our own high-quality, natural, homegrown products. The gap in the market wasn’t just about the products themselves; it was also about the brand. I wanted to create a brand that changed the way people viewed Arabian brands, showcasing our ability to compete on the world stage, especially with something as fundamental to us as beards.
When you identify a gap in the market, it’s essential to recognize the deeper mission that drives you. In my case, it was about redefining the perception of Arabian brands and empowering my community to reclaim an essential aspect of our identity. By aligning your passion with a broader mission, you create a powerful foundation for your business that will resonate with your target audience and set you apart from the competition.
Step 3: Empower your target audience by understanding their needs and addressing their concerns
Understanding your target audience is crucial for creating products and services that resonate with their needs and desires. In my case, I found that young people in Saudi Arabia wanted to express themselves but were often held back by the more ‘traditional’ aspects of our society, mainly the fear of being judged or the impact on their reputation. I wanted to be a force that encouraged young men to live their vibes, without dictating what that vibe should be – empowering them to discover and embrace their true selves, confidently and wholeheartedly. Success, in this case, was not just about making a sale, but also about fostering self-assurance and personal growth in our audience.
In this light, I envisioned Diggn’it as more of an education company than a cosmetics one. In the end, it was just as important for me to help my audience feel good about themselves as it was to keep the business thriving. Connecting with them in their language, and meeting them where they were at, was key in building a bridge between them and our brand. This inspired us to start our YouTube channel in Arabic, which allowed us to connect directly with our audience and empower them to express themselves and embrace their own styles. By doing so, our brand became synonymous with the feeling of confidence and self-assuredness, inspiring our audience to live life their way and on their terms.
Step 4: Develop Your Pitch, Embrace Enthusiasm, Showcase Uniqueness, and Create Your MVP
When I initially started pitching the products to potential customers, I wasn’t quite sure what I should talk about, other than the fact that it was beard oil and it’s good for hair. However, I quickly realized that every interaction with a potential customer was an opportunity to hone my pitch and follow the tried and tested formula of identifying the need in my ideal customer, and then explaining how my solution addresses their problems. In my case, the problems were itchiness, dandruff, and coarse, stringy hair. My ideal audience consisted of anyone who wanted to have their best version of facial hair and cared about how it looked. My solution included beard oil, beard balm, and combs and brushes.
Fearlessly bring your idea to life with a minimum viable product (MVP) or a limited version of your service. Don’t wait for perfection, as it can hinder your ability to learn quickly and receive valuable feedback. Waiting for the ideal product is often a form of self-protection rooted in the fear of criticism. Embrace the reality that nothing will ever be perfect, and everything is always a work in progress. The sooner you have your MVP, the faster you can discover ways to improve and cater to your target audience.
I made sure to highlight the uniqueness of our beard oil, which was made with natural ingredients and ingredients known to our ancestors for generations as being great for hair. This aspect not only showcased the quality of our products but also exhibited a strong product-market fit. Once I applied the formula and incorporated the unique aspects of our products, the message became simple, but I only got to this point after engaging with multiple people and refining my pitch over time.
Practicing enthusiasm in your pitch will make a difference, as it showcases your passion and commitment to your product, which ultimately attracts customers. I went around with 50 samples, asking for feedback from anyone I could meet. When we soft-launched our product and people showed up to purchase, I knew we were on to something. Embrace the power of enthusiasm and adapt your pitch to make it irresistible even to those who might not be your primary target audience. My energetic and enthusiastic pitch made a woman exclaim, “You’re making me want to grow a beard!” which demonstrated the power of our message.
Step 5: Adapting and Overcoming Challenges: Pivoting for Business Growth and Success
Embrace challenges as opportunities for growth and self-assessment. It’s through facing obstacles that you learn how to overcome them and move your business forward. Regularly checking in with yourself and your business strategy is a valuable practice. When we changed how we did things, it positioned our business in a place where it could take advantage of our strengths, while also leveraging our partners’ strengths, ultimately making the business more robust.
Only by running into challenges can you figure out how to overcome them. Culture has a huge role to play, and that was the part we kept in mind when searching for a manufacturing partner. Many people could make the product, but we only wanted to work with people that understood our values and wanted to deliver on our vision and mission. There are parts you don’t compromise on, like strategy or vision, but on tactics, you can be tactical and change them up as needed.
By being agile and responsive, you can navigate the ever-changing landscape of entrepreneurship and ensure your business’s continued success. In our case, when we decided to outsource our manufacturing, it allowed us to focus on our secret sauce: branding and marketing our business. However, staying true to our values was vital, so even though we could produce anywhere in the world, we chose to stay close to home in the UAE and later brought our manufacturing back to a Saudi-based manufacturer.
This strategic decision allowed us to expand our product line with our manufacturing partner, while also keeping a steady supply of products available to our growing customer base. By being open to change and adapting our tactics, we were able to strengthen our business and stay on the path to success.
In conclusion, my journey of finding my business niche was a process that involved embracing my passion, recognizing gaps in the market, connecting with my audience, and being courageous enough to put my idea to the test with an MVP. Each step required self-reflection, persistence, and the willingness to adapt to new circumstances. By staying true to my values, taking risks, and learning from every interaction, I was able to create a successful Arabian beard care company that empowers others to express themselves and embrace their own unique styles.
As you embark on your own journey to find your business niche, remember that understanding your target audience, staying true to your core values, and being open to new experiences are essential components of success. Most importantly, embrace your passion and let it guide you toward a fulfilling career where you can create positive change and leave a lasting impact on your community. Remember, finding your niche is about discovering the intersection of your passion, your strengths, and the market’s needs. So, embrace your unique journey and let your niche find you as you strive to make your mark on the world.
