Those starting a business often have a difficult time deciding their niche. Stressing over figuring out exactly what your calling is can keep would-be entrepreneurs from ever actually getting a business up and running. If you’re too broad and generic, it’s hard for your audience to embrace your brand. If you pigeonhole yourself into a very specific niche right away, it might end up closing you out of other opportunities. To help you make the right decision, we’ve put together a few things to think about when you’re trying to find a niche for your business.

Follow your (sustainable) passion.

We would all love to follow our passion, but you should probably ask yourself if it’s a sustainable one before going all-in. Remember that finding your niche is an exploratory process and you shouldn’t rush it. Too often businesses fail because they dive all the way into one very specific area. Examine your different passions to see what could work for you, decide what you are best at and then you can really develop things. Of course we understand that it’s not always that simple to know what your passion is, and if it’s something that’s going to pay the bills. Be honest with yourself and set emotion aside when deciding which direction to take your business is truly the best. Determine the profitability of your specific niche and whether or not it makes sense to dive all the way in.

Try to solve a problem that still exists.

Let’s face it, we live in a world where people want problems solved quickly and easily. Think about the problems that currently exist in the world. Could your business be the solution to one of them? Determine what problem you plan to solve and how you plan to solve it. If there’s a real need for your solution, then you have yourself a viable company. You’ll grab a customer’s attention if you can solve something for them or make their life easier in some way. Take the time to clearly identify an issue and how you are going to solve it.

See what’s already out there.

Do your research to see if there is already competition in your niche. If the market is already fairly saturated, consider taking a different angle to stand out among the rest. Look for holes in the market that your business could fill. Don’t automatically give up if you’ve found some competition though, since this often means you’ve found a profitable niche. Study what else is out there so you can know if there’s room for your business.

Stay on top of it.

To keep up with your business niche, stay on top of it and never stop learning. Sometimes the difference between the business that comes out on top is whether or not they were able to keep up with the game. Make sure you are always innovating and shifting to keep up with the demands of your industry.

Follow this guidance when it comes to determining your business niche and you’ll find your place in the professional world before you know it. It’s going to take hard work and dedication – there’s a reason they call it the grind! It will all be worth it when you’re living the professional life you’ve always dreamed of.