Theragun

Three paths for a niche product: go wider, go adjacent, or change category

Shaan lays out Noam's options. He can sell more TMJ products, broaden into pain relief like Hyperice or Theragun did with recovery, or take his content-driven selling skills to a category with a bigger TAM and tailwinds. A 9-out-of-10 entrepreneur in a 2-out-of-10 category should write down a hypothesis and look for evidence while he keeps growing.

“Or you could just say, actually, I just got good at doing this model of like content-based selling of products. I now know how to do a little bit of supply chain, a little bit of this, a little bit of that, but I'm really good on the marketing side. And it, and I'm fundamentally limited by category and product. And if I just take, you know, I'm a, I'm a 9 outta 10 entrepreneur. I just need to find a 9 outta 10 opportunity. TMJ is just a 2 out of 10 opportunity because of the nature of what I'm doing.”

Steal thisWrite down which of the three paths you think is right, then spend the next 6–9 months looking for signals that confirm or reject it.