Pick a niche that you know well and truly enjoy and commit to serving it. I predict that in addition to having a great conversion rate you will also get great customer referrals. The owners of a shop here in our community are avid bicycle enthusiasts and they've built their business around serving the needs of bicycling folks. From what I understand, they're doing really well with a customer base that extends beyond just our town to include bicycle manufacturers, retailers, and race events across our state, in other states, and in British Columbia. What are you passionate about?