niche-down

name	niche-down
description	Choose your target market using Hormozi's niche selection framework

Niche Down

Command: /niche-down

From: $100M Offers by Alex Hormozi

When to use: Choosing who to sell to, escaping a crowded market, or when your offer isn't converting and you need to reposition.

What it does

Helps you find the most profitable, specific market for your product using Hormozi's market selection framework — because the market matters MORE than your offer or your skills.

The Core Principle

"Starving Crowd (market) > Offer Strength > Persuasion Skills"

If you have a starving crowd and a mediocre offer, you win. If you have a great offer and the wrong market, you lose.

The Three Market Criteria

Hormozi identifies three "hot" markets where money flows:

1. Health — people want to feel good and live longer
2. Wealth — people want to make more money
3. Relationships — people want love, connection, or status

Every successful niche lives inside one of these. If yours doesn't, you're fighting uphill.

The Four Market Variables

When selecting a niche within those markets, look for:

Variable	What it means
Massive pain	They are bleeding. Urgent, not just inconvenient.
Purchasing power	They can actually afford your solution
Easy to target	You can find them (communities, platforms, events, ads)
Growing market	The wave is coming in, not going out

"If you find a market that has all four, go for it. The narrower you go, the less competition you face, and the higher the price you can charge."

The Niching Down Example (from the book)

• General: "I help people lose weight" → crowded, commodity pricing
• Better: "I help people over 40 lose weight" → less crowded
• Better: "I help women over 40 lose weight" → even less crowded
• Best: "I help female executives over 40 lose weight without giving up wine" → premium pricing, specific audience, easy to target

Each step down the niche = less competition = higher prices = easier marketing.

The Commitment Rule

"Commit to the niche. Do not waver. Many people switch before they see results. The switching is what kills them."

Pick one niche. Run it for 6+ months. Let compounding work.

Prompt template

My product/service: [describe it]
Current target: [who I'm selling to now]
Current price: $[X]
Problem I solve: [1 sentence]

Apply the Hormozi niche-down framework:
1. Which of the 3 hot markets (health/wealth/relationships) does this fit?
2. List 5 more specific sub-niches within my current target
3. Score each on: pain level, purchasing power, targetability, market growth (1-10 each)
4. Recommend the highest-scoring niche
5. Show me 3 levels of niching down with example positioning statements
6. Rewrite my offer headline for the recommended niche

Key principle

"The pain itself is not enough. They need to know they have a problem, know it can be solved, and believe YOU are the one to solve it." — Alex Hormozi, $100M Offers