The best idea for an online product or service for one person may or may not be the best for another. It is essential that 1) a person be knowledgeable about the product or service; 2) a person enjoy the product or service; and 3) there is an established need for that product or service.

When the Web was first developed, it was possible to make money with broad product categories, such as electronics, jewelry or books. Not anymore. You need to clearly define a niche, or narrow subcategory, such as vintage jewelry or Victorian jewelry or even Victorian mourning jewelry. 

You have to delineate your target market and then specifically determine what the people in that market want and need from your site. Do they only want product? Or, are they looking for information and/or services, as well?

• What is your target group’s gender? Are both males and females interested in your product or service? Or only one of these?
• What age group is most interested in your Web site? Teens? College students? Middle age? Elderly?
• What values, interests, tastes do these individuals have?
• What do all of these people have in common? What hopes, worries, plans, dreams do they share?
• What type of information do they want to see?
• How do they like to communicate with one another? Forums? E-mail?instant messaging?
• Why do they go online instead of looking for answers offline?
• What can you supply them that others can’t? How can you make their lives easier?
• Who are the exact people that will love what you offer?