You’ve heard it all before: you have to choose a niche for a successful laser business.
But, how do you do that? And what does it even mean?
Imagine this: you walk into a store that feels like it was created just for you. Every product on the shelves seems handpicked, reflecting your tastes and interests. Somehow, they just “get you”. Fun right? I’m sure you have something like that. Whether it is your favorite boutique or a catalog you are always thrilled to get in the mail.
That’s the power of a niche—it creates an experience that can fuel faster growth and deeper connection for your business. Let’s explore why this matters, especially when it comes to your laser business.
Before we talk about how this can apply to building a successful laser business, let’s look at some examples.
And before we even do that – let me be clear, I’m not saying that you MUST pick a niche, especially when you’re just starting out. BUT, picking a niche usually helps you to grow your business faster – and these examples will help you understand why.
First, let’s consider Vineyard Vines. The moment you step inside, you’re transported to a coastal escape. Nautical colors fill the space, and the iconic whale logo is everywhere—from polos to boat totes. The entire store is light and bright, with rope decor, shiplap and an overall feeling that you’ve entered a vacation destination.
As you move around the stores, you can almost hear the waves and feel the salt air. You know exactly who this is for.
That’s because Vineyard Vines isn’t just a clothing store; it’s a lifestyle brand that embodies the carefree, seaside vibe. They’re selling more than just clothes; they’re selling a story of endless summers and coastal living. They are working to transport you into the lifestyle that you want to be a part of and to convince you that purchasing clothing and accessories from the store will help you to be “in” with that crowd and that lifestyle. They tell the story of their founders and the lifestyle they lead to encourage you to be a part of it as well. But, are they only selling one type of product? Nope – they sell everything from clothing to dog accessories, but they all carry that Nantucket and Martha’s Vineyard vibe.
Now, let’s switch gears to Hot Topic. When you walk in, you’re surrounded by dark walls, edgy music, and pop culture treasures. If you’re my age – you remember when it was definitely not your parents idea of a place you should visit. It felt totally risky to walk in there. Maybe you’d walk out with some new dark eyeliner, or ripped stockings and some fake piercings. But whatever you did find, you felt like you were celebrating YOU.
From band tees to unique accessories, Hot Topic is all about celebrating individuality. It is counter-culture, aiming to help the customer put together a version of themselves that they feel proud of.
It’s a space where customers feel understood, a haven for alternative culture. They don’t just sell products; they offer a sense of belonging and a community.
If this is your vibe – you know you’ll find MORE than what you came in for. You’ll add piece after piece of clothing and accessories to tell your story.
Next, think about Williams-Sonoma, a dreamland for foodies. The warm scent of freshly baked bread fills the air, and displays of sleek kitchen gadgets invite you to imagine gourmet meals. As you walk around the aisles, you’re greeted with products that you could buy in many stores, but here, they are displayed so well. You can dream about the cook you might become if you just chose the perfect tool. If you’re shopping for a gift, for example, you know that it will be well received in their beautiful boxes.
This brand isn’t just about cookware; it’s about a lifestyle of culinary sophistication. Shopping here feels like an investment in a richer, tastier life. Do they sell one product only – nope, they are selling everything you could possibly need to enhance your kitchen, and they are telling you how to use it.
In other words – Williams Sonoma is selling you a BETTER YOU.
These three examples show how choosing a LIFESTYLE can be a niche, rather than a type of product as the niche.
Each of these brands offers a niche experience that speaks directly to its audience’s values and desires. This focus doesn’t just attract customers—it builds a loyal community.
Alternatively, you could choose a type of product as a niche, but knowing my laser friends, that may make you feel stifled in your creativity. Choosing a lifestyle, colors and a story to tell gives you guardrails to fit your product into, rather than creating a “kitchen sink” approach.
Take Sears, for example. Walking into a Sears store felt like entering a maze. You’d find appliances next to clothing racks, tools next to toys, but without a sense of connection between them. Sears offered a bit of everything but wasn’t known for excelling in anything. Without a clear identity, they struggled to build a loyal following and eventually lost ground to more specialized competitors. Their main goal was to compete on PRICE so as a customer, you had to know what you needed and wanted, and that it was going to be at the price you wanted for you to even go in.
If you entered the store, you didn’t wander around and pick up random items that helped you tell the world about yourself, or help you become a better version or just “got you”. You only entered with a purpose and you had no feelings about the experience, except that you got a great price. Not much to work with there.
So, what’s the takeaway? Finding your niche isn’t about limiting yourself; it’s about identifying what you do best and creating a brand that resonates with a specific audience.
It’s about crafting a space — where people feel seen, understood, and excited to allow you and your products to be a part of their story.
And guess what – that doesn’t mean that you need to spend hours crafting the perfect ideal avatar. It means that you need to create some guard rails. Here are some you can think about:
If you are unsure what niche you want to focus on, the easiest place to start is by identifying what excites YOU. Passion is a powerful motivator, especially for small business owners. Think about the projects that bring you the most joy. Are you drawn to creating custom gifts and personalizing them, or maybe large statement pieces for someone’s home. One of my clients loves to focus on items that can be used to capture memories in the everyday moments and making it easy for busy moms to never miss those opportunities – maybe that resonates with you.
Do you enjoy designing products for a specific group, like pet lovers or gym junkies? Maybe you have a super specific hobby that people are REALLY passionate about. If so, lean into that and see what products you could make to celebrate that hobby.
In a laser business, YOUR passion can be a great starting point to nail your niche.
For example, if you love designing custom pet tags, you might focus on pet owners as your target market. Passion keeps you motivated and helps you think of new and different product offerings, rather than needing to chase trends to get ideas. You’ll have an endless idea stream as you are active in your passions.
While passion is essential, balancing it with profitability is also important. Look for areas where your passion aligns with products that you can create with a high profit margin. Start by researching popular laser-crafted products to see if there’s demand in that niche. This way, you can ensure that you’re building a business that’s both enjoyable and financially rewarding.
The next step in your discovery of your perfect niche is to remember that having amazing products that you love to create is just step one. Unfortunately, a niche isn’t just about what you love to create; it’s also about who you create for.
You’ll need to identify your target audience to help you tailor your products, marketing, and customer experience. If we think about the pet example, for instance, you could be creating pet products for people who also happen to be motocycle junkies and love dark colors, leather and studs vs. a boho concert goer, who wants natural materials, light colors and scripty fonts. Two similar products but for completely different customers. Here’s some more examples:
Amazing how ONE product idea could be completely different for different people, right? What ideas does that spark for you?
Testing different ideas is a key step in finding your niche. Start by creating prototypes and gathering feedback from potential customers. For example, if you’re considering offering custom engraved tumblers, create a few samples and share them on social media. Gauge interest and gather feedback to refine your product ideas.
There are several platforms where you can test your products and get valuable feedback:
By testing and iterating on your products, you can refine your offerings and identify what resonates most with your audience.
Engaging with niche communities is an excellent way to gather insights, stay updated on trends, and connect with other laser business owners. Look for online forums, social media groups, and local meet-ups where laser enthusiasts share tips, projects, and advice.
Being an active participant in these communities can help you build your reputation and even attract customers. Share your experiences, answer questions, and offer advice to others. Not only does this help you learn, but it also establishes you as a valuable member of the laser business community.
Branding is crucial for creating a memorable and cohesive experience for your customers, but it’s important to approach it with flexibility. Think of branding as guidelines to help you stay consistent as you grow, rather than rigid rules that you must perfect before moving forward. Use what you come up with as guardrails to ensure that you stay as consistent as possible and are able to make it clear what you offer and for who.
If you find stores or businesses where your products would fit comfortably on the shelves, you’re likely heading in the right direction. For example, if you create high-quality, eco-friendly products, look at brands like Lush or other sustainable stores for inspiration. Examine their color schemes, messaging, and customer experience to get a sense of the type of branding that might work well for your niche.
Don’t get stuck trying to perfect every detail upfront. Start with basic guidelines that reflect your niche, such as colors, fonts, and a simple logo. Over time, as you gain more experience and customer feedback, you can refine your branding to align even more closely with your audience’s tastes.
As you grow, it’s essential to stay adaptable and open to change. Niches can evolve over time, and customer preferences shift. Pay attention to customer feedback and industry trends, and be willing to adjust your offerings as needed.
For instance, a laser business that originally focused on custom wood signs might discover that there’s growing interest in eco-friendly products. They could expand their offerings to include recycled materials or zero-waste packaging, allowing them to appeal to a new segment of environmentally conscious customers.
Finding your niche is a journey. It’s about exploration, discovery, and refining your focus. The rewards are well worth it. By honing in on your unique strengths and understanding your audience, your laser business can thrive in a way that truly reflects your passions and expertise.
Corporate dropout turned Laser Cutting and Engraving business coach. I’m here to take the complicated world of lasers and make them simple, so you can focus on creating.
Be the first to comment