The NICHE Framework: How to Pick the Right Side Hustle for You

5 steps to stop spinning and pick a direction you love.

The Maldives - 2019 - Definitely the direction I love!

One of the most common things I hear from people starting out is this:

“I want to start a side hustle, but I have no idea what to choose.”

It’s usually followed by:

• “I have too many ideas and can’t pick.”

• “I’m interested in loads of things, how do I choose just one?”

• “What if I choose the wrong niche and waste time?”

I get it. I’ve been there.

When I first jumped online in 2010, I had no clue what niche I was in. I just knew I didn’t want to be tied to one location ever again, and I needed to make money fast.

What followed was a blur of trial and error. Amazon businesses, Facebook groups, webinars, blog posts, affiliate launches, coaching, digital products, SEO… some flopped, some flew, all were me making it up as I went along.

If I’d known then what I know now, I’d have picked a niche that gave me room to pivot and evolve without needing to change my brand, business model, or domain name every five minutes. (Sound familiar?)

That’s why I now recommend a simple way to find a direction that feels aligned, energising, and has the potential to fund your freedom, without boxing yourself in.

You don’t need a flawless five-year plan, you just need a starting point that’s clear enough to get you moving.

Momentum beats perfection. Every time.

A Niche Isn’t a Box, It’s a Launchpad

Most people think choosing a niche means cutting off options.

But it’s actually the opposite.

A clear(ish) niche helps you:

• Stand out online

• Speak directly to the right people

• Create offers that solve real problems

• Build momentum faster (even if you pivot later)

You don’t need to “get it right” straight out the gate.

But the clearer you are about where you want to go, and the kind of life or business you’d love to build over the next few years, the easier it is to make aligned decisions now.

That’s why I created the NICHE Framework. A simple way to think through what matters, so you can find a direction that fits you.

The NICHE Framework

Your sweet spot lives at the intersection of:

N – Needs - (What your people are struggling with. The problems they want solved or desires they’re chasing)

I – Interests - (The topics you enjoy, care about, or feel curious and energised exploring)

C – Crowd - (The kind of people you understand, relate to, and want to serve or create for)

H – Hooks - (What makes your voice, story, or style stand out — your unique flavour)

E – Earning Potential - (Where money is already flowing. Real demand, active audiences, and spendable markets)

Let’s break each one down in plain English.

N = Needs

This is the beating heart of your niche, understanding what people want help with.

And I don’t just mean products or offers. I’m talking about tapping into the energy of the kind people you genuinely want to connect with. The ones you relate to, resonate with, or want to spend your time helping.

• Who do you feel drawn to?

• Whose problems do you understand?

• Whose questions or struggles do you feel fired up to help with?

Then think about their needs, their deepest desires, fears, or frustrations.

• What are they Googling at 11pm when they can’t sleep?

• What’s frustrating them, overwhelming them, keeping them stuck?

• What would make life easier, better, or more exciting for them?

For me, I’m a nomad. I’ve built online businesses from beach cafés, high-rise apartments, co-working hubs, hotel lobbies — you name it.

That lifestyle gave me the freedom to raise my daughter abroad, chase the sun, and make a living on my own terms.

I want others to experience that same freedom.

Now that I’m in my 50s and heading into my second act, I feel even more pulled to help people like me. Older solopreneurs, aspiring nomads, and freedom seekers who want to know how to build portable income and live their best years yet.

That’s what fuels my niche. That’s the “need” I’m here to serve.

So when you’re thinking about your own niche, start there.

Not with what you can sell, but with who you want to serve.

I = Interests

This part is all about you.

Because if you’re going to spend time creating content, helping people, and maybe even building a business, it helps if you enjoy, or are actually interested in the subject.

So what lights you up?

• What do you find yourself reading about, talking about, or getting lost in when no one’s looking?

• What topics do you happily rabbit-hole into?

• What would you do even if no one paid you for it (yet)?

Here’s the beauty of the online world today:

You can make money from almost any interest, as long as there’s a passionate audience and a way to add value.

Whether it’s jigsaw puzzles, gardening, abstract art, hormone-friendly nutrition, or fly fishing in Montana... If people care about it, spend time on it, or want to get better at it, there’s room for you to build a brand around it.

You don’t have to be the best in the world, but you do need to bring your voice, your energy and your curiosity.

And it does need to be something you're willing to immerse yourself in for as long as it takes, because at some point, even if it's your lifelong passion, the buzz will wear off.

Your motivation will dip and it will feel like no one's watching and no one cares. And that’s when your genuine interest will keep you going.

Tim Ferriss summed it up nicely:

“Follow your intellectual curiosity over whatever is ‘hot’ right now. If your curiosity leads you toward what society eventually wants, you’ll get paid extremely well.”

So start with what feels fun, energising, or intriguing. Curiosity is enough.

The rest comes as you go.

C = Crowd

Now that you’ve got a sense of what you’re interested in, and the kind of person you want to get in front of, it’s time to figure out where they are right now.

• Who are they already listening to?

• What blogs are they reading?

• Which YouTube channels, podcasts, or Facebook groups are they tuned into?

• What kind of content makes them stop scrolling and pay attention?

More importantly, what questions are they asking? And how could you be the person who shows up with something genuinely helpful?

Yesterday, one of my members shared an offer he’s working on called ‘Get Paid to Train With AI’. It’s clever, it’s timely, and it taps into a real shift that’s happening right now.

He knows his crowd is probably hanging out on platforms like LinkedIn and X, where AI-focused content is exploding. But he'll only know for sure by immersing himself in their world, watching the conversations, and paying attention to where the energy is.

That’s the work. You tune in, listen and show up.

And in doing so, you start to understand how you can stand out. Not by trying to be original for the sake of it, but by offering something that's truly relevant and authentically you.

Chances are, your ideal audience is a version of you from a few years ago, (or even a few months ago.) You understand where they’ve been and what they’re trying to move toward, and that makes you relatable.

As you start showing up in the right places and tuning into their world, you’ll also begin to notice what’s already out there... and what’s missing.

And that’s where your distinctiveness starts to take shape, which leads us nicely into...

H = Hooks

This is where your personality, story, and quirks start to shape your niche.

Hooks aren’t tricks or gimmicks, they’re your flavour. They’re what make people stick around.

What makes you different?

• Maybe it’s your tone.

• Your backstory.

• The way you simplify complex things.

• The odd little combo of interests you bring together in a way no one else does.

For me? I’ve always been the ultimate beginner. I’ve never positioned myself as the expert or the guru. I'm just figuring it out as I go, trying things, testing ideas, and share what’s working (and what’s not).

That’s part of my hook.

And my combo is the mix of lifestyle and business. Travel, freedom, and the opportunity to show others how to earn from something you enjoy is what keeps me showing up.

And what makes me relatable is that people see what I’m doing and think, “If she can do it, maybe I can too.” (It may also be my London tinged British accent 😉).

So stop thinking you need to be wildly original. You don't. Just be you, in a way that someone else can recognise and resonate with.

Ask yourself:

• What’s your story?

• What style or tone feels natural when you show up online?

• What combo of interests, experiences, or values do you bring to the table?

When you stop trying to blend in and start sharing the things that make you you, that’s when your brand really starts to come alive.

E = Earning Potential

So now’s the time to ask:

Is there real demand in the space you’re exploring?

You’re not looking for a perfect niche. You’re looking for signs that people are already spending money on solutions, content, or experiences related to what you want to offer.

Here are a few clues to check for:

• Are there books, courses, or products being sold?

• Are people Googling this? (Type a few phrases into autocomplete and see what pops up.)

• Can you spot one or two simple things you could offer in this space, even just a checklist, template, or mini service?

And if you see competition?

That’s not a red flag, that’s confirmation.

If others are already earning, it means there’s money moving. Your job is to carve out a space that feels aligned with who you are and how you want to work.

The biggest earning potential comes from niches that solve a clear need and align with your skills, style, and story.

So don’t just ask, “Can I make money with this?”

Ask, “Can I see myself doing this in a way that feels good, gets results for someone else, and generates a nice financial return?”

Pulling It All Together

Now that you’ve worked through each part of the NICHE Framework — Needs, Interests, Crowd, Hooks, and Earning Potential — it’s time to bring it all together in a simple clarity statement.

This is simply a starting point, a way to give your ideas some direction and momentum.

Try this:

I help [WHO] [achieve/do/solve something] with [your specific focus or style].

Here are a few examples:

• I help 50+ aspiring nomads build portable income streams so they can live and work from anywhere.

• I help creative women in midlife start their first digital side hustle with confidence.

• I help health-conscious foodies create simple, allergy-friendly recipes that don’t feel restrictive.

• I help beginner writers grow their audience and income through honest, human-first content.

Now it’s your turn.

Open a notebook and jot down your thoughts:

• What problems do you feel drawn to solve?

• What are you naturally curious or skilled in?

• Who do you want to create for?

• What’s your tone, story, or style?

• Where do you see opportunities to earn?

Then draft your first clarity statement. No need for it to be polished or final. What matters is that it feels clear enough to get you moving.

You can (and will) evolve it over time, but clarity comes through action, not overthinking.

Pick Your Path and Begin

If you’ve been spinning your wheels for a while, unsure which direction you’re going in, hopefully this framework has given you some idea of where to start moving forward.

The great thing about clarifying your vision, and picking a path, (even if it’s still a bit fuzzy around the edges), is that you can start to walk it.

You can test ideas, write posts, talk to your potential audience, and even make an offer.

Nothing will clear the way faster than feedback.

So take what you’ve uncovered here and use it to take that first small, meaningful step forward, then listen, engage and keep going.

And most importantly, have fun! 😊

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🚀 Ready to Put Your Niche Into Action?

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