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Overview

This is where you start serving your niche and deciding what to offer. A “product” in this context means the item you’re offering customers in exchange for money. These steps help you position your expertise into a product your audience will find valuable.

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Step 1: Define the product benefit

The goal of a product is simple—answer one question: “What is the fastest and most likely way to provide the desired outcome for your customer, getting them from their current state to their desired state?” Here’s an example: How to run a marathon — What’s the fastest and most effective method to improve someone’s ability to prepare for, compete in, and finish a marathon?

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Step 2: Determine product scope

That marathon idea can be built into multiple, more specific products: How to run your first marathon
  • Helps someone who’s never run a marathon
  • Likely a larger course with multiple parts
How to improve your marathon time by 30 minutes, guaranteed
  • Targets current runners or marathon runners wanting to improve
  • Likely a larger course with multiple parts
Ten stretching exercises every marathon runner needs to prevent injury
  • Helps new or existing runners
  • Could be a free lead magnet or low-price download
30 must-eat meals for marathon runners to have boundless energy
  • Helps new or existing runners
  • Could be a small-price PDF cookbook, medium-price product with cooking technique videos, or premium-price product with videos plus a custom nutrition strategy session

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Step 3: Structure the product

Your product structure is only limited by creativity, but here are four common approaches:
  1. Digital Download — A single tactic or outcome
  2. Online Course — Bigger outcome with multiple parts to achieve it
  3. Coaching/Consulting — Combination of course content with personal interaction and customization
  4. Subscription/Membership — Courses or downloads offered on a regular basis (e.g., monthly)
When starting out, choose one structure you like most and begin building where you feel most comfortable. Some people prefer higher price points and coaching/consulting products because they enjoy the interaction and it serves their niche best. How do you know if it’s best for your niche? Ask yourself: Is it the fastest and most likely path to deliver them from their current state to their desired state? In Kajabi, you can create many product types for different niches. But the key to getting going is getting started—and that takes focus.

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Brainstorming questions

Use these questions to spark ideas about what you can offer your market:
  • What have you bought in your niche where you thought, “I can do this better”?
  • When have you felt frustrated or lost because you couldn’t find the answers you needed to achieve an outcome?
  • What are the common questions you get about your area of knowledge, experience, or passion? (e.g., what exercises should I do to lose weight)
  • What questions do you wish people were asking so they’d get better results? (e.g., how can I change my diet to lose weight whether I exercise or not?)
  • What transformation are most people in your niche seeking? For example:
    • Weight loss
    • More energy
    • Faster Pinewood Derby car times
    • Better tennis forehand
    • Living without lower back pain
    • Bigger arms or six-pack abs
    • Eating vegan and knowing how to cook vegan
    • Feeling confident giving a toast in front of strangers

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Final checklist and next steps

Now that you’ve identified:
  • The current state of your market
  • The desired state you’re going to get them to
  • The breadth of product needed to help them achieve it
  • The format you feel best delivering it in
You’re ready to start building.