eCommerce Podcast

Podcast: Choosing a product to sell on your eCommerce store

Figuring out what to sell is a difficult decision! In this episode of the Commerce Journey podcast, we discuss all of the things we think you should consider when choosing what to sell.

In this episode of the Commerce Journey Podcast, Brian and Cory discuss the trick to choosing the perfect product for your eCommerce store.

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Things to consider when choosing a product to sell on your eCommerce store

  • Is it unique or a commodity?
  • Is it personalized?
  • Is it something you’re passionate about?
  • Is it something you understand really well or are an expert on?
  • Is it something that you can sell for a profit?
  • Is it something people have a good reason to buy from you versus other sellers?
  • And more!

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Machine Transcript – Choosing a product to sell on your eCommerce store

Brian Krogsgard  00:03

Hello, and welcome to the Commerce Journey podcast. My name is Brian Krogsgard. I am here as per usual with my partner in crime, Cory Miller. Hey, Cory,

Cory Miller  00:12

Yo Yo, good to be back on the podcast.

Brian Krogsgard  00:14

Hey, I’m thrilled to be back again this week. And we’ve got more fun stuff to talk about, of course, we’re going to be talking about choosing a product line. And I think that we’ll have a nice sprawling discussion about, you know, all the thoughts that you have when you’re trying to pick what the heck am I going to sell? No matter what you’re going to sell though, you know, what GoDaddy Pro can help you with that you can go to GoDaddy Pro is our partner in all things at Commerce Journey. And at that link at, they can help you get set up really nicely, easily, cheaply with all kinds of good stuff, including bundled extensions with WooCommerce, a free domain name, and other sweet deals, and it is an insanely good introductory price. So go to to check it out today. And thanks so much to commerce, or rather, to GoDaddy Pro, for being our partner and everything that we’re doing with this project as we experiment and learn to communicate with our, our new audience. And I don’t know what episode of the podcast this is maybe like the fourth…

Cory Miller  01:24


Brian Krogsgard  01:24

but it seems like it’s time to talk about Hey, what are we actually going to sell? Cory? You know, mostly, so far, we’ve talked as if, you know, we’re making the assumption that someone knows they’re going to sell something, and they know what they’re gonna sell. But every eCommerce store owner, they go through this process of trying to figure out, what am I actually going to sell? Both you and I have sold stuff online, you’re selling stuff, physically now, I’ve consulted companies that have sold physical products, you know, the ones that succeed are the ones that have a really well defined idea of what they’re going to sell. So why don’t you start us off? And then I’ll want to chime in to about what do you how do you start the thought process for, you know, you decide I gotta get into eCommerce, this is this is an opportunity. How do you start the process of saying, This is what I’m gonna sell?

Cory Miller  02:21

I think there’s a ton of ways to get to your product that you’re going to sell. I think one of the better ways is starting with something you’re interested in. I want to back off saying something you’d love. Like, maybe you love your hobby. Yeah, no, but you don’t necessarily want to turn that into an eCommerce business operation. Take your hobby and make it into a career.

Brian Krogsgard  02:43

And spoiler alert, anytime you turn a hobby into a career, well, then it feels like a career. Like, your job always feels like a job, it can be really fun. But yeah, sometimes a hobby is a sacred thing. So you don’t necessarily want to turn it into a career. Just as an FYI. I’ve done that.

Cory Miller  02:59

Yeah. I have a lot of people that are so good at something like you know, I think of a Matt, friend, Matt. He’s a woodworker and his hobby. And he just does it because he enjoys it, like it’s a recharge thing for him. If he were to monetize that really get serious about it, it could easily become something that’s a stress relief valve to know a chore. Right. So, but having said that, with that caveat, I think the best, you know, business ideas, in general come from something you’re interested in something like, get you up at night, you know, in the morning, I mean, and something you can see yourself doing several years from now, let’s say you weren’t doing it consistently for 40 hours a week, for three years, you know, yeah, where’s your interest level on that? I’ve seen some of the best like come from that when I’ve talked to people specifically around their own Commerce Journey. it the best ones, the ones I go, this is probably going to be a success is the ones that come from like, I just love doing this, I really enjoy it and I want to monetize it.

Brian Krogsgard  04:04

I think I would expand on it being interesting to you. And say also, it needs to in preferably, it needs to be something where either you’re already an expert, or you have the capacity to become an expert on how this thing operates. So Cory, why don’t we just continue our ongoing theme of coffee grinders here and maybe we’ll have a coffee grinder you know, business here at some point. But yeah, in the in the coffee grinder example, if you don’t know anything about coffee grinders, you can’t get into the mindset of the common user of coffee grinders. And if you can’t get into the mindset, then your likelihood of creating a quality product for them is going to be low, because you don’t know their issues. You don’t know what annoys them about current coffee grinders and what would really help them and really sell them on why your coffee grinder is the one to buy and That, to me does not matter whether you’re manufacturing a custom design product, or if you’re just reselling something that exists. Because if you don’t know enough to determine what makes one that you could resell better than the other one that you could resell, you’re not going to be in a very good position to make the pitch to the buyer of what makes you different and special. And I think being an expert in what you’re selling is going to enable you to speak with authority in your marketing materials in your product descriptions and all that stuff about, Hey, this is the one you should buy. I think it’ll really show up in your conversions for your sales.

Cory Miller  05:34

Customers can sniff out, we can sniff out just is this just a pure money play? Someone’s just trying to…

Brian Krogsgard  05:41

Or just another product on the shelf? Right?

Cory Miller  05:43


Brian Krogsgard  05:44

And if it’s just another sold on the shelf, then why do they need to buy it from you, you little indie seller, like they can do that from a big box store.

Cory Miller  05:52

And I definitely don’t want to be competing on price as best I can. I it but they can see the level of care and the touch you have. So I start with the interest, I am even careful to say passion, passion and love. You can come to love certain things. But if you’re not interested in at all, it’s the furthest thing. In fact, it’s a drag, it’s going to catch you know, it’s going to catch up, it’s going to show to your customers. And it’s likely you won’t have long term sustainability, you won’t persevere to the downturns that every business and entrepreneur has. So it’s a key thing to really consider like, do I enjoy doing this? You know, my previous company, we ended up toward the last half, or the biggest part of our tenure, my tenure, running that business, doing backups and security and maintenance. Now, if you had spun back time before and said, Are you, you know, interested in backups and security for like, No, I don’t know anything about them. But it became a passion, not even for backups and security. But more. So building the business and the team and doing this amazing video game called entrepreneurship. So I was very passionate about the team about building products. And it didn’t have to be something I was surprisingly interested in. Now I care about it. I care about backups and security because it became an issue for a customer group. That’s the other thing, not just product, do you care about the product? But do you care about the people that you’re building or serving or supporting? Through those products, services you put on your eCommerce store? That’s another critical part. Like you could love the product but hate the people you serve? You know, high maintenance, they don’t they don’t pay stuff. Well, that’s another good check, I think to make.

Brian Krogsgard  07:33

Yeah, in what you said about kind of becoming passionate over time, you identified a problem set with your customers in the first half of your life of your company’s journey. And you said, Hey, this is a problem that our customers are facing. They’re facing security issues, they’re facing issues getting reliable backups. That was back in a day where you know, the GoDaddy pros of the world didn’t exist yet. And it was the bare metal GoDaddy, shared hosting that they weren’t yet you know, optimizing for WordPress. So you guys were creating the tools to help them optimize for WordPress, and you were putting those solutions forward for them. And that’s something that you were able to get passionate in because you realize you were solving a problem that customers were having. And I think that is that makes a really nice definable difference of what you’re what you’re doing there.

Cory Miller  08:24

Oh, yeah, you can grow into your interest you can grow into but you know, what we really found was that we’d love to serve the people that we were serving. And, and that’s a really good

Brian Krogsgard  08:32

No matter what the product is

Cory Miller  08:34


Brian Krogsgard  08:36

there’s some pretty, you know, pretty like, I don’t know, call them like blue collar or, you know, utility type things that you can do in life that are, you know, they might sound boring or something but, you know, you still can relate with people, you can still solve problems, you can still make their lives and their business is better. And that’s where the real reward lies. So that can bring us to another point of Hey, do you need to choose like a sexy product or like a hip product? You know, like something that’s on the top trends? Like do you need to make hoverboards for teenagers? Like, is that the only product line or can you make like aluminum paneling for warehouses? You know what I mean?

Cory Miller  09:17

Yeah, you know it’s this… the equation with businesses I believe it’s not just about profit we’ve seen in continued to see gross manipulations of people when it’s just about profit. But there’s another if you don’t have profit, your nonprofits like you’re a hobby. Yeah, but there’s another side of that which is purpose. Now, I don’t think you have to say baby seals in order to fill you know, fulfill your job. Yeah. But it’s it’s really key, but there’s a balance there profit and purpose. And so, you know, serving the people that you care about and doing something that’s meaningful in the world, but it doesn’t necessarily mean it’s going to be hoverboard for teenagers. That’s cool. I will wanted to do that. But I bet you it’s fairly competitive, you know?

Brian Krogsgard  10:04

And fairly commoditized.

Cory Miller  10:06

yeah, and come on. I mean, hoverboards Come on.

Brian Krogsgard  10:08

Yeah. I mean, there’s probably, there’s probably two dozen knockoff brands that are all using the same designs and manufacturing. And we’ll get into that question. But the point is like, you don’t necessarily have to go for that super trending thing. I’ve actually heard of a store that they sell industrial supplies for, like, you know, high efficiency commercial vacuum cleaners. And that’s the type of thing where that could be a fantastic store. And you might not think, Oh, yeah, people buying vacuum cleaner supplies offline. But that’s a difficult thing to go get from like home depot in person, right? Or Bed Bath and Beyond. They’re selling, you know, retail Dyson vacuum cleaners, for the people that need commercial supplies and commercial parts for high. You know, like, the high dollar vacuum cleaners, the janitorial services used or schools use things like that, well, they’re gonna buy online. And that’s not a sexy product line, but I bet you it’s a profitable one.

Cory Miller  11:08

Yeah, and, you know, there’s a lot of serendipity and all this, you know, you might start out and say, I’m gonna build lawn chairs, you know, these cool lawn chairs for, you know, this group, this is what my pet, you know, passion and interest is. But then you find out from your customers, they actually like the cupholders that go on the arm chairs or something like that. There’s a serendipitous thing like this, does a nine year old kid growing up, think I want to build and sell commercial vacuums, no. But somehow, serendipitously, that’s where you pair your experiences, you know, before I started my last company, most of my experiences were in nonprofits, particularly like church and seminaries. I was, you know, a communication director for a couple churches. And before that was newspapers and PR. So if I just look at my background, I go, Okay, that’s my experiences. Now, you might just go, you know, what, I have spent somebody listening to this may go, I spent the last 20 years selling commercial vacuums, okay. And then go, Okay, what now? What’s interesting, what do I get mad about to like, with the industry? What do I want to change about? Yeah, what annoys you or frustrates or even angers you that you want to change? Those are great opportunities for a product because you’re seeing something you’re trying? That’s probably frustration for someone else? No, one change. You know, like, for instance, I, our home internet sucks, it’s terrible. It’s terrible. Our particular internet provider does not have, you know, service out to that. So we have to do point to point it was, it was so mad, it’s frustrated me so mad. And we’re in this pandemic, where everybody’s at home streaming, that I hit up one of our mutual friends, john, who actually started up point to point internet service. And I was like, Oh, just kind of curious. So I’m not going to do that. Right. But that’s a great intro, he now started up this little fledgling side hustle, doing points, because he had to solve his own problem.

Brian Krogsgard  13:04

Yeah. And I think you’re gonna do that, too, is your, your product idea, if you don’t have one yet. It needs to come from those personal experiences that you’ve had in the past, or that you have currently. And I think, a lot of times, we could fail to recognize the opportunity if we don’t think hey, what some stuff I did in the past where there was a problem set that should be brought online, right, like, maybe it was a past career or something. And if not, then something that you’re doing now, whether it’s a hobby, or whatever else, it’s like, here’s, here’s something that would have just really made this easier. You know, I, our audience may know by now, but I, I really like photography. I really like audio stuff, I use them for work, but also kind of nerd out on them for fun. And I’ll frequently discover, like, gosh, I just wish I had this certain type of cable, or the certain type of clip or bag or, you know, little thing to like, make my wrangling of all this equipment a little better. And it’s not the like, high end, I’m not making a microphone, you know, I’m not making a camera or something like that. But the the idea in that, that if I was looking to see, hey, what can I make? and sell would be like, what’s that utility thing that makes some of this come together and makes that experience better? To me, that’s a sweet spot where you can solve a problem. Talk about it passionately. In a lot of these cases. You can even design and get pretty decent priced manufacturing to create them. You know, if you have like a plastic product or little metal product, that’s a utility product. And it’s meant specifically for a product that already has a ton of distribution, like a popular microphone or a popular camera or something like that. That’s the type of thing I imagine. There’s opportunity and it’s worth exploring what can I create? And yeah, go ahead on that and then I will dig into that.

Cory Miller  14:57

Yeah, one other thing. It made me think of myself Friend, he that an entrepreneur friend I’ve got, I would have never dreamed this up. But it made me think about this, like your passion about audio equipment. For instance, you know, Brian, or even, let’s say the coffee grinder. Yeah, so he manufacturers, he was always into cars, you know, loving to souped up cars and tune up cars. I don’t know if he did racing at some point or something. But he found his business now takes, I’m gonna butcher it. But it’s like an air filter for a car, originally manufactured thing. And his business takes that and tunes it up and makes it high performance. See what he’s doing? He’s taking something somebody else manufactures. And then he’s taken in this shop, and he spent some time on a tunes it to create this multimillion dollar business now, it’s pretty dang awesome. Yeah, I’m like, when you’re talking about this, I was like, what’s the mashup? So like? I like coffee, you know, and grinders? Is there some mashup you can take from your experiences, your expertise, your passions, your interest? and mash it up? And do something like that, too? Is there a value add to it? So, you know, most people like Brian is my You are my source when I want to know what the well, this is why I’m wearing this headset right now. It’s because you should recommend it to me. Can you pair something with something originally manufactured, like content support, you know, all these buckets and make this mashup. So I’m trying to give people an ideas and inspiration to say it doesn’t have to look like everything else. But the creative aspect is when you you pull things together, mess them up and serve the customer. But you have to start with, you know, you Are you frustrated about the coffee grinder or audio equipment and is there some mashup that you can do where you don’t have to manufacture this, this headset, you know, but apply some of your other expertise to create very cool,

Brian Krogsgard  16:57

almost like you’re putting together a bundle. And if you if you source the individual pieces, you put them together as a bundle, then you can essentially have a discount buying in bulk and a markup by bundling them together nicely and make your profit in the middle. Because you know that this particular bundle is going to solve a very specific problem for people. Yeah, I like that idea. Another thing that I can’t not mention in the sense of, hey, here’s an idea of something that I think that would improve X, Y or Z or it would be a nice iteration on something that already exists, it would just be better. And that the heart unintimidating part of that is well how do I prototype this stuff? Like how do I get like, if I’m making something? How do I even do that. But we’ve had a revolution in the past five years on 3d printers, and you can get a 3d printer, and it may not be the same material. But you can prototype the shape the feel the you know the basics of something for like, well under $1,000. And certainly even a high end one, you could probably make your actual product with a 3d printer that’s maybe like $2,000. But you can get like crude 3d printers for two or 300 bucks. And you can 3d print your prototypes for something and see, Is this good? Or is this bad. And then you can use the one that you have this evolution for, you know, something that kind of comes together, take your prototype, and send it off to your potential manufacturers to actually get it sourced. And I guarantee that is saving product developers tons of time these days for a barrier to entry that is drastically lower than it ever was before.

Cory Miller  18:45

Well, so another piggybacking on your idea there is let’s say you don’t have all the technical expertise that and you know, you’re gonna have to learn how to do 3d printing. Well, like in Oklahoma City here. There’s a MakerSpace Yeah, so contact asked someone. Yeah, walk in and ask and say, Hey, here’s what I’m trying to do. And see if there’s somebody that will help you prototype that from the MakerSpace. That community, by the way, as a sidebar is so prolific, because they’re so interested in making their own stuff, like to help someone else. There’s probably like, you know, a very generous community around that. Now, I know you might be jealous.

Brian Krogsgard  19:21

These are really selfless. Like they’re, they’re totally in for helping you as long as you come in with a certain humility. And also, yeah, you got to approach it the right way, like a human being. Yeah. But yeah, I think that’s a fantastic idea.

Cory Miller  19:36

So there’s our you know, I think all of this we’re trying to say is there’s ideas and inspiration out there. If you just have an open mind are willing to just push in and ask questions. The best part for me is like, Yeah, absolutely. You know, every time I see an entrepreneurial project in the college or something, it’s always related to the student, like a student problem. You know, and I’m like, that’s cool. Now I see a lot of those. You know, I’m like, man that’s just so, so competitive and everything like that. But I’m like they’re starting for where they understand where they’re passionate trying to solve their own problems. But just like you said, you just got to look around and just go, what am I interested in? You know, for me, when we, when I started on my next chapter of professional career was like, I want to serve entrepreneurs that I knew that, you know, this Commerce Journey helps me fulfill some of that keeps me excited. It also blends marketing, I love digital marketing, that blends, this is a great outlet for that. And you know, those mashups, then if you just be open and just start asking questions, a lot of it, like you said, is sitting around you, if you stay curious. Yeah. And just ask questions. How somebody has a problem, you know, you see in your life, and you go, Okay, how many people are probably in that bucket like that? And then starts you to think, how big is that audience? And how big is the need out there? And then maybe go to a MakerSpace and build a little prototype and say, does this solve your problem? Yeah. And you might birth the whole eCommerce Empire,

Brian Krogsgard  21:06

I want to I want to zone in on what you said about discovering who the audience is, who the market is, because I think once you kind of get this idea of like, Oh, yeah, this is a problem that I see. And I think I can make something to work there. The discovery of the market is a really important part. And I think I’ve seen this a ton in software. But I know it happens in physical products as well, where somebody is like, here’s a problem I’m going to solve. I know I can solve it, here it is, what do you think? And I’m like, Hmm, I think you’re doing a good job of solving a problem. I just don’t think enough people have this problem. Or you’re like, really, really, really, really, really narrow. Like, it’s way too inside baseball. Like maybe there’s 1000 people that even do this. And would he know, like, if you sell it to everybody, it’s not even sustainable, but you’re not going to sell it to everybody. And in, in the physical product space, I think, decide, okay, here’s the problem I can solve, I think this is attainable. Here’s what I can make. You’ve done all that part, you’ve got the idea. You have to research the size of this market, and find the sweet spot. And I define the sweet spot as like, what is that? What’s that middle part of the market? Right? Like I mentioned, spatulas. In our pre show, it’s gonna be hard to just say like, here’s a spatula, there’s nothing special about this spatula, there’s another spatula, maybe, maybe that’s cool color, maybe there’s an interesting grip, whatever, you’re still selling spatulas that people can get in any grocery store in any big box store, yada, you know, all that you’re selling something that is so out there, everywhere. People will sell spatulas just like yours for cheaper, with better profit, etc. On the other end, you don’t want to make something that is so niche that like, there’s no one that’s ever going to buy it like, I don’t know, for example, but like, how many people are buying like those little bitty tiny shrimp forks these days? You know what I mean? So like, Yeah, what’s your kitchen device? That’s like, maybe in between these concepts? Maybe it’s like corn on the cob holders? Maybe that’s? Or like, yeah, maybe it’s themed ones for parties, right? Like, I’m just thinking like, what’s, what’s the middle ground? If you’re going to try to create a more generic product? How can you personalize it, like maybe make it with, you know, themed for your favorite sports team? Maybe an Oklahoma City Thunder spatula would be something that you could actually sell? I’m obviously spitballing. Yeah, but you see what I’m saying? Like in terms of how to narrow down if it’s generic, and how to broaden out if it’s too specific.

Cory Miller  23:44

Too many times the error I see is we come up with this brilliant idea. You know, every time I hear brain idea, almost check out because I’m like, man, there’s nothing new under the sun. Yeah, if you’re thinking of some idea, there’s probably somebody else in 7 billion people or however many are on this planet now that also have it the odds are probably you’re not alone. In this. Yeah. But if I start to think, okay, you know, this is where people talk about avatars and personas and all that stuff. But the simple way for me to think about it is, okay, I’ve got this idea. This would be ideal for this person and have one person in mind in fact, before we started this podcast episode, I was thinking of Brandon’s daughter, you know, that listened to her podcast, and I’m like, who sent us an email and everything? And I’m like, how do we help give her ideas and inspire her to do that? But with that in mind, you have somebody in mind and then you start to think you get real clear on this this person. The obvious things are age and demographics and all that kind of stuff, right. But the other thing is like, how many people have a similar problem to that, you know, that I can just think of in my life, and then this this whole idea of total available market, how many people total, you know, can I get some data on you can Find that data. How many people are similar to this category? You can find that that identical identifiable Mark within your audience, and then go, okay, it’s a million people, you know, it’s a million people out there that have this problem. Do they know they have the problem? One? If they know they have the problem, if it’s frustration or life and they value that thing, that’s an easier play. But they know they have the problem? Or do you have to convince them they have a problem? Like the strip thing? How do you get to do people know they have a problem with it? They have that the strip fork thing solves? Yeah, you know, I think about fancy restaurants, maybe that’s a seafood restaurants, you can find how many seafood restaurants are in the United States or whatever geographical market you’re trying to serve? And then think, Okay, how do I The next question that goes, in my mind is, how do you get to them? How do you get your message that your product is the magical cure, or solution to that, and those are some great first steps as you start to narrow in. Now, also, with the caveat we both would give is like, there’s always the Colonel Sanders Sanders out there. You know, the myth that I’ve heard about Colonel Sanders is he got the Kentucky Fried Chicken, he got so many noes or so many failures before he discovered, you know, kid on success. You know, if you’re so passionate about you’re willing to endure a lot of rejection rather know, that’s the caveat, I’d give people too.

Brian Krogsgard  26:24

Yeah, those are some of the ways I think about it as a good point, because I could, you know, I could be a little different fork. And then, lo and behold, someone knows a lot more about the demand for shrimp force than I do. And I just missed the boat on that, right. Or maybe there’s a whole different use case for shrimp forks that I wasn’t considering. And people are buying up shrimp forks, because they’re useful in a completely different application. My wife and I, we like Chemex for our coffee, and they come with these special filters. Well, it took us a month to get new Kinect filters, because people were buying them to put in masks for all the, you know, all the COVID stuff. And wow, like that was obviously, you know, just just happenstance, but it was like a product that was being used for something totally different. So there’s tons, there’s certainly opportunity out there, I want to zone in a little more, because I don’t think we’ve done enough on personalization. Or you talked a lot about solving a problem. The other big realm of product is bringing someone joy and I think a lot of especially like culty commerce, you know, like at T’s dot com, and, you know, some of the stuff like that, like where they’re just lines of products where people bring others joy. So it could be totally generic. I’ve always wanted to sell leather coasters, because I like I just like doing like really simple leather work. But I only want to sell leather coasters, if I can put cool stuff on it, like I can put, like the state of Alabama imprinted on the coaster or I can put, you know, your favorite sports team in printed on the coaster or I can, you know, put a whatever, like something like that, that’s gonna bring someone joy to say like, Oh, look, I have these coasters. And they are for something that I root for something that I cheer on. Right. And I think a product line that brings someone joy gives you more opportunity for being generic, like a T shirt line, he talks about the Oklahoma T shirt company, right? Yeah, well, it’s a T shirt. Everybody’s got too many of them. But it doesn’t mean you can’t sell a T shirt for $24 if it brings them joy, or if it gives them pride and where they live or something like that.

Cory Miller  28:35

Exactly. I’m very utilitarian in my life, you know, so I tend to focus on that. And that’s, that’s another aspect we should, you know, think about as we determine what products and stuff that we do, like, would it behoove me to do luxury items? Maybe not I’m currently wearing I think this is a targeT shirt, you know, like a $15 target shirt. But um, you know, this brings up we’ll put this in the show notes. Harvard Business Review, several years ago came out with this value, the elements of value. And there’s like 30 of these things. And I use this as a matrix but there’s really three layers that they do to the it’s a value pyramid is what it’s called. The bottom is functional. You know, do you save me money? Do you save me time kind of things not always kind of start there. The second level is emotional that which is I think your your thing you’re talking about, like, you’re a huge Auburn fan right now selling you an Auburn coaster. That’s a big deal, like easy, but I could care less.

Brian Krogsgard  29:31

It’s an easy pitch to me. Hey Do you want a cool Auburn coaster? Yes, I do.

Cory Miller  29:36

Yes. And then I think the third level that they put on this pyramid, we’ll put this in the show notes again, is life changing. You know, talk about provides hope, motivation, belonging. I would even say your Auburn coaster is part of belonging to you know, it’s emotional.

Brian Krogsgard  29:51

It could be it could be exercise equipment, right like that something aspirational.

Cory Miller  29:57

Yeah. So this 30 elements I likened it to when we went back to our mashup thing is like, how could I do the coaster provide belonging? Do the coaster but reduce anxiety? You know, these are some of the elements on the list. That’s a good matchup too. But I think you’re that that’s good. Like there’s an entertainment value of a proposition of our product to. Absolutely.

Brian Krogsgard  30:21

Awesome. Well, I think we’ve given people pretty good landscape to start with. So let’s summarize a couple things you want to know about what you’re selling, you want to know the area you’re selling, either be close to an expert, certainly a really versed user, you want to also know the market? Are you the only one that this brings joy, or that solves their problem? So identify what is the market capability, and then we didn’t dig into it as much, but the feasibility of actually producing the product, you’re gonna figure that out when you’re doing those cheap prototypes, though, of how difficult it is or how easy it is. I’ll give a quick story on that. I really wanted to create these cases, like travel cases, for my AeroPress I have a lot of coffee themed stuff, apparently. And I was like, Oh, yeah, I’m gonna make this like cylindrical, handmade leather and canvas AeroPress case. And it was like, just making this was going to take me hours and cost me probably like 50 or $60 of material. So I’m like, unless people want to buy these from me for like two to $300 a pop, which is 10 times the price of the AeroPress. It might not work. So if I want to do this, I might just make it for me not so much for a product. So the feasibility is a big deal there. And then that emotional sense, the well being the How can you pitch this product that you’ve discovered, so that someone will be enticed and desire to buy it? What else did I miss there?

Cory Miller  31:52

Oh, it’s all good. There’s so many criteria. But I think if you start with like the Venn diagram of first, you start with the left side of the circle, it’s just two overlapping circles, right? The fancy name has been diagram and I had to Google that. But the left was, let’s say, your experiences your interest. The the problems you’re curious about on the left side, and then the right side is what’s going to make money and the overlap between those two, when you pair interest, and potentially passion and expertise and experience with people will actually pay you money. That’s, that’s, that’s the theme right there. You’re trying to find the overlap there. But when you start with things you’re naturally interested in, have experience in, it’s a whole lot easier than just going out and going, I’m going to build an iOS app today. I have no way to do that, you know, I’d have to go hire people. So I think we’re just trying to give criteria and some ways to start where you are, and then narrowed down to focus but not to overwhelm you.

Brian Krogsgard  32:49

Yeah, and a lot of people that go into that with the iOS app, you really run into this. Most people brand new to, you know, figuring out, oh, this should be a product. They don’t know what they don’t know. And you need to you need to know that you don’t know what you don’t know, when you get into it, or else you’ll end up down a rabbit hole, you’ll do too much, you’ll go too far down the path, when you should have just been able to discover, like, Oh, yeah, this other company does this, or this is why you don’t need to go down this path. You’ll discover so much to prevent you from wasted effort, if you work first work on figuring out what you don’t know about that ecosystem that’s part of that becoming an expert, or a really advanced user side is because you’re going to avoid a lot of that. Alright, let’s leave it there. I hope that we’ve given people a lot to brainstorm about. And what I would love is if you have a store, if you’ve created a product, share some of your experience in terms of bringing your product reality or finalizing your idea. Bring that to our Facebook group and go to and share in the discussion to talk to us about your experience developing your product, we would love that. And also, you know, thanks so much again to our partner, GoDaddy Pro, you can go to to check them out and learn more about the plans that they have to help you get started with your eCommerce store. I’ve had a good time, Cory. Thanks for chatting with me about this and we’ll catch everybody soon.

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