Choosing the Right Product
When starting an online business, your first major decision is choosing what product to sell. This decision will determine your brand identity, target market, marketing strategy, pricing, and profits. A great product can carry a weak marketing strategy, but no marketing campaign can save a bad product. This chapter breaks down how to choose a profitable, sustainable, and scalable product that aligns with your business goals.
1. Why Product Selection is So Critical
Imagine opening a bakery in an area full of health-conscious customers who avoid sugar. No matter how delicious your cupcakes are, they won’t sell. Similarly, in online business, selling a product that doesn’t align with market demand, trends, or customer needs is a setup for failure.
- Solve a problem
- Improve a situation
- Create or fulfill a desire
2. Types of Products You Can Sell
A. Problem-Solving Products
Examples: Portable laptop stands, water-saving shower heads, back posture correctors.
B. Desire-Based Products
Examples: Smartwatches, fitness equipment, home decor items.
C. Impulse Purchase Products
Examples: Phone holders, kitchen hacks/gadgets, trendy accessories.
3. The 7-Point Product Checklist
| Checklist Point | Details |
|---|---|
| 1. Strong demand | Google Trends, Amazon BSR, YouTube/TikTok trends |
| 2. Manageable competition | Check reviews, poor listings, Helium 10, Jungle Scout |
| 3. Small & lightweight | Less than 2kg, reduces shipping costs, damages, and returns |
| 4. High perceived value | Low cost but high price, e.g., LED strip lights |
| 5. Easy sourcing | Check Indiamart, Alibaba, local suppliers |
| 6. Seasonal or evergreen | Prefer evergreen products |
| 7. Simple to demonstrate online | Clear benefits for videos and ads |
4. Where to Get Product Ideas
- Amazon & Flipkart Bestsellers
- YouTube & TikTok Trends
- Pinterest & Instagram
- Product Hunt & Kickstarter
- Offline wholesale markets
5. Niches vs. General Stores
A. Niche Store
Pros: Easier branding, more trust, repeat customers.
Cons: Slower growth if niche is too small.
B. General Store
Pros: Wider customer base, more products to test.
Cons: Harder brand identity, retargeting issues.
Recommendation: Start niche, expand after gaining traction.
6. Testing Your Product Idea
- Create a product page on Amazon/Meesho/Shopify.
- Run ₹500–₹1000 ads on Instagram or Google.
- Post in relevant Facebook/WhatsApp groups.
- Monitor CTR, comments, questions, and small orders.
7. Case Studies
Case 1: boAt (Audio Accessories)
Found a gap for stylish, affordable earphones, used influencer marketing.
Lesson: Offer something better in a crowded market.
Case 2: Mamaearth (Skincare)
Targeted moms with safe, natural products.
Lesson: Solve a niche problem and build trust.
Case 3: Urban Platter (Gourmet Foods)
Specialized in vegan, gourmet, and health food products.
Lesson: Passionate niches earn loyalty.
8. Common Mistakes
- Choosing based on emotion, not data.
- Ignoring profit margins.
- Selling generic products without USP.
9. Add-On: Bundling for Profit
Example: Yoga mat + carry strap + cleaning spray = higher perceived value and better AOV.
10. Final Steps
| Task | Action |
|---|---|
| Brainstorm | List 10 product ideas |
| Validate | Check trends and marketplaces |
| Analyze | Check size, weight, costs |
| Source | Get quotes from suppliers |
| Test | Run small ads or list on marketplaces |
| Select | Choose 1–2 to start with |
Importent
A successful online business starts with thoughtful product selection. It’s not about luck—it’s about research, testing, and understanding your customer. Use the tools, methods, and checklists in this chapter to evaluate product ideas wisely.
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