How to Start a Niche Online Business: A Foreword

The direction for Murlu has been set. From this point forward I will use the best of my abilities to help you develop and launch your first online business. The first venture I’d like to take you through the process of is creating an information-related product along with building a platform to share it to the world. This is where it all begins…

Who Benefits from this Series

My aim is to help anyone that’s willing to take this information and apply it to their work but I’d like to focus this series on a specific group of people, including:

  • Established bloggers that have yet to create a product
  • Entrepreneurs with remarkable ideas that need the nudge to get going
  • Non-techie people that feel overwhelmed by the “tech-speak” of business and blogging

It’s the reason why I’ve been placing such a large focus on Business Beyond Blogging.

There are many of us that understand how to properly run our blogs but we’re having trouble creating a product. The intent, of this series, is to help bloggers, such as you, get over the hump and begin to build digital assets that will ultimately help you escape the nine-to-five lifestyle.

Why an Information-Based Business?

I believe that an information-based business is the best possible place to start when developing and launching an online business venture. I say this because each of us have at least one skill that others are willing to pay for whether you know it or not. Packaging your knowledge into product or freelance offering creates the A.R.C. between your passion and venture.

For example, here what’s possible with an information based business:

  • You’ll at least have an eBook to sell through your site
  • You can upgrade your offering with a video course related to your topic
  • You can create an audio course that could also branch into new opportunities
  • You could begin coaching or consulting based on your authority in the topic
  • Your content can tie into your work and further promote it (content strategy)

Realistically, if you’ve created content for your blog than all that truly needs to be done is a shift in overall focus. Instead of creating new posts for your blog (10 or so); you could create a product or morph that information into a freelance skill, instead.

Over time, as this blog evolves, I will dive into other ventures which can sprout from this new venture (or one entirely on its own). For now, however, I want to show you the process of building a business because, I believe, once you understand this – you’ll be able to conquer the world!

How the Series Breaks Down

I want to take you through the entire process of developing and launching your own information based business. I want to structure it in a fashion which lets you take one most valuable action each week that will ultimately lead you to launch (and beyond).

Some of the topics which I’ll be covering during this series are:

  • Turning your passion into a kick-ass idea
  • Discovering your Vision and Mission
  • Finding your true market and opportunities
  • Developing your offering from the ground up
  • Building your platform for business
  • Creating a sales funnel and feeding it with leads
  • Taking your business to the next level

Each of these topics, I have planned, will be extremely thorough and may employ the help of others I’ve worked with over the months of launching my own online business ventures.

Additionally, I’d like to explain the techie side of running an online business because this is where I find a lot of people get hung up on – its techies talking to other techies which leaves an entire group of people out of pursuing their goals; maybe even you. I want to explain things in a way so it instantly clicks with you: no fluffed up terms, no hype, no B.S., just real strategies and steps to get the job done.

Over the next few months, I plan to have at least one post as the main step required to complete a section of your business (this will be your most valuable action). I’d like to further expand on each topic by sharing additional resources, checklists and more – I want to treat this as if it were a complete tutorial on launching your own online, information business down to the smallest details.

Why I’m doing all this

I believe every person has a remarkable idea that the world needs and wants. The problem becomes getting this idea out there to the world. There’s simply so much information on the web about launching a business that it may have caused you to become paralyzed.

I want to break down the barrier of launching your information-related online business by giving you a clear set of steps to reach your goals. I want to remove the heavy tech-speak so anyone can use this information. More importantly, I want to help my fellow bloggers break away from the idea of becoming a ‘problogger’ and help develop the mindset of ‘entrepreneur’.

Many of us already have a great following and understanding on how to deliver valuable information but it requires that additional nudge toward the right direction to finally create a real online business.

This course isn’t to show you how to create dry, vapid products you often see with Internet Marketing product launches. The goal is to take that remarkable idea you have and create a real product; one which truly benefits your market (and the world).

I need Action-Takers (Your First Most Valuable Action)

My vision and mission for Murlu is to help you launch your own online business; this certainly isn’t an easy feat. I can only provide the information but it’s going to require you to do the heavy work.

I’m going to tell you right now: I don’t want people that are going to sit on the way-side. There are enough blogs out there that will share great posts about business which I could happily point you to if you don’t at least try to implement the tutorials within this series.

I can’t hold your hand throughout the entire process but if you’re on board with this idea, I’d like for you to contact me and let me know (or simply leave a comment below). I want action-takers, I want people that are ready to make an impact, build their digital legacy and turn their passion into a kick-ass online business.

If this is something you’re up for than get ready because you’re about to hustle in ways that you’ve never done before. Together, we can do this.

31 Responses to “How to Start a Niche Online Business: A Foreword”

  1. Eugene
    March 28, 2011 at 2:45 pm #

    I’m on board! BRING THE PAIN!

    • Murray Lunn
      March 29, 2011 at 3:50 am #

      Hardcore from the braaaaain.

      I may have alienated a few people with the overall direction here and the focus of the posts since they haven’t been strictly tutorial based but I just needed to get a lot of the foundation down pate before I could dig into the actual meaty content, ya know? Glad you’re on board Eugene, I appreciate any and all feedback you could give me as this rolls forward :D

      • Eugene
        March 29, 2011 at 1:30 pm #

        You go it. Can’t wait to see the meaty stuff. I’m pretty much pure carnivore.

        • Murray Lunn
          March 30, 2011 at 3:30 pm #

          These last few posts may have pushed a few people away and been a bit boring but I feel that they were important to make sure that things are getting aligned for when we do jump into everything. Right now, I have about 15 – 20 posts that I want to cover during this series that will go through the entire spectrum. I’ve also got a few additional items up my sleeve that I think everyone will enjoy that pulls in outside guidance from people that I believe are rockin’ it with business beyond blogging. The schedule may be a little slow, I don’t plan to bombard ya with big stuff every new post but I want to do what Steve does where Monday is the ‘action taking’ day and the rest of the posts, for that week, reinforce and help you achieve them :)

  2. Drew
    March 28, 2011 at 4:46 pm #

    I am definitely getting on this boat. Lets get the oars out and I am going to paddle my butt off.

    • Murray Lunn
      March 29, 2011 at 3:52 am #

      Niiiice, awesome Drew.

      Glad you’re ready to do the heavy work because it will certainly be that way. This isn’t an overnight success thing; everything takes time. Let’s do this!

  3. March 28, 2011 at 5:04 pm #

    I agree info products are the way to go. particularly for those starting out. I did it backwards and had my first online business in marketing products. It ended in a nightmare and I am still shy of headed back that way. I am an information guy now and quite content.

    It is definitely good that you are seeking action takers. I am in. At least in to the point of immediately trying anything new. You know I got my own things rolling for now.

    Taking action is the key though. People may screw up and take miss-steps (like my aforementioned foray into direct sales) but even your mistakes tell you something essential.

    Even if that thing is “don’t touch the coils on the stove when they glow red”

    • Murray Lunn
      March 29, 2011 at 7:34 am #

      Hey Steve,

      Really like that you like the direction that this series is going to take. I’m sure there will be quite a few moments where I get to reference your stuff and maybe I could get you on board with a few things when it comes to the email marketing section of the series :)

      I don’t expect you, personally, to take advantage of all sections of this series because you’re so well versed but I’d like to surprise you in a few areas because there are many things that I’m not sure you’re completely doing just yet which could come in handy once you launch your book coming up soon.

      All the best!

  4. March 28, 2011 at 9:06 pm #

    Looking forward to the series, my man. I like the thought that everyone has at least one skill that someone would pay for. So true.

    • Murray Lunn
      March 29, 2011 at 7:36 am #

      Thanks for the support and energy Dan.

      It’s true – everyone has at least one idea that they could form into a viable online business, product or course. We simply take our knowledge to granted because we sometimes think “ah, everyone knows this stuff” but we fail to realize there will ALWAYS be people looking for the information we have; we just need to align our message to those type of people.

      Hopefully that’s what this course will convey – I certainly want to show how to get a platform and product up and running but a lot of it will be about making this shift from blogging to business owner.

  5. Bo
    March 28, 2011 at 9:52 pm #

    love the work ethic. Can’t wait.

    • Murray Lunn
      March 29, 2011 at 7:36 am #

      Glad you’re on board Bo :)

  6. March 29, 2011 at 9:39 am #

    Great layout for your master plan! Looking forward to see this kick ass series.

    • Murray Lunn
      March 30, 2011 at 3:25 pm #

      Thanks Justin,

      I know you’re in your own world with online business (CPA, right?) but I still hope to add a bit of value to yours by sharing some things such as just getting things up and running without the resistance that a lot of us see when launching new projects. Much appreciated that you’re on board.

  7. Ben
    March 29, 2011 at 2:35 pm #

    Sign me up!

    • Murray Lunn
      March 30, 2011 at 3:32 pm #

      Hey Ben,

      Glad you’re on board. Any ideas on which business venture you may be going after? Remember, it’s all about that focus. It’s not so much about doing the most profitable idea; it’s about learning the process that will help you do it again and again in the future.

  8. Alex
    March 29, 2011 at 8:27 pm #

    Good stuff Murray!

    This is what it is all about mate. Not just getting off the fence, but pushing as many people off in the process!!

    Awesome man ,and you know what – I’ll jump off too!

    Looking forward to seeing where you take this my friend.
    Many kudos and much respect

    • Murray Lunn
      March 30, 2011 at 3:38 pm #

      There seems to be a barrier in blogging that I think a lot of people are unwilling to overcome, in my mind. I think people have hit a point where they have become comfortable with their blogging where all they must do is push out something fresh on a regular schedule. The problem is that the overall game is changing. Merely doing a blog isn’t enough to cut it anymore; we have to push ourselves into new ventures based on what we know from blogging, hence Business Beyond Blogging.

      I’ve seen quite a shift in your area for sure Alex. It’s good, sometimes, to alienate people because there needs to be a point where people get active with this stuff. We’ve both been working hard on outside ventures and then using our blogs to tell the story. Not only are we able to share really interesting content but we’re learning the steps to build something viable. I think it’s time to now solidify these ideas and get others on board.

  9. March 29, 2011 at 10:42 pm #

    You know I have something brewing already, but I’m going to look forward to the information you’re providing here and maybe I’ll be use it to power my venture further ahead in the near future. I definitely like the idea of an information product, and have been sketching out some ideas of what I could include with my site. Maybe you’ll provide me with some more kick-ass ideas through your posts.

    How frequent are your updates going to be about this?

    • Murray Lunn
      March 30, 2011 at 3:47 pm #

      I’m aiming to help people with an information product, overall, but there’s still a lot of room to grow as far as offering up freelancing services and more because, at its core, the idea is to get something up that’s business oriented vs. just pushing out information in general much like our blogs. This course will be more about the shift and subtle differences between blogging and business that can be applied to any other venture as things go along. I’m hoping you’ll still be able to find a lot of value in it in areas such as copywriting, customer interaction and more which are all things a bit further out of just writing posts for a blog, ya know?

      At the moment, the schedule will be something attuned to being one major post (mostly on Monday’s) and then follow up posts (sometimes) throughout the week that will reinforce the ideas of the major post and then give additional suggestions on how to work through the process. I’d like to pull in outside bloggers that are rockin’ it to help give that guidance; people that have been specializing in each area so that it paints the entire picture of the process vs. a sole viewpoint.

  10. March 29, 2011 at 11:06 pm #

    My first online biz was a physical product, not information products. Those physical products remain my best sellers ever. I am moving more into niche sites and now even towards apps for mobile (iPhone), and a few other areas…. looking forward to the series Murray!

    • Murray Lunn
      March 30, 2011 at 3:51 pm #

      I would LOVE to cover physical sales in the future Keith. In fact, I do have plans to go into that area once this “core” series is done because a lot of the same thing swill be applied such as setting up a site, web copy, connecting with a market, traffic and lead generation and more. From that point, it’s a lot of just mental shift and contacts with getting physical products instead – of course, it’s a lot more labor intensive because now you have something to put into a box. But overall, that’s what I’m hoping to cover with this series – a core understanding of going after business ventures vs. just another online project. Glad you’re on board with this one yo; you’re exactly the type of person I want on board. The type that already understand how to run a blog but seeks something bigger: a business.

  11. March 30, 2011 at 3:55 am #


    I’m with you! You know my situation fairly well and I have some things rolling along but I just want to say I’m looking forward to the future for Murlu. You know I’m all about learning more and taking action :)

    You’ll be adding great value by making strategy easy with non-techie speak; I think things are going to heat up even more around here.

    Rock on…

    • Murray Lunn
      March 30, 2011 at 4:12 pm #

      Thanks Jon,

      One thing that I had been discussing with those in my network is this that there is simply so much action in the world of Internet Marketing. The problem is that there are so many of us that want to build something other than an affiliate business, ya know? There’s people that want to sell physical products, sell their freelancing services, sell their creativity and more. What I’m hoping, with this series, is to show those logical steps to synergistic the web with what we want to do; create a symbiotic relationship so that if we want to pursue our ventures than we’ll have the tools needed to do so (and not just to do affiliate marketing).

      I think it’s time that take our knowledge of blogging and go well beyond it. No more just writing a post each day but begin building those systems and understanding the process to let us venture into anything we want.

  12. Alex
    March 30, 2011 at 12:52 pm #

    Hello Murray,

    This seems like a tough mission Murray, but now you have a goal amd it’s much easier to develop murlu, because you know were you’re heading.

    I can’t wait for your series to start, maybe I can catch some of your great inspiration and entrepreneurial spirit :) .

    • Murray Lunn
      March 30, 2011 at 4:17 pm #

      These last few posts have been a bit all over the place but I had to get them out of the way because they helped to set up the rest of the blog (and community) so I can begin building this foundation. So, what’s about to happen will be utterly awesome, I think you’re really going to like it Alex. There’s no real secret to it either; it’s basically just focusing on something and wanting it so bad that it forces you to be creative with your approach :)

  13. April 1, 2011 at 3:41 pm #

    I’ve thought about writing an ebook – but I have never really got past the introduction.

    Also – sometimes I just think there are too many IM ebooks. Ebooks for the general public could work, but need to be priced very differently, because they compare them to actual books on Amazon and think, why is this ebook three times the cost?

    • Murray Lunn
      April 2, 2011 at 5:26 pm #

      That’s one of the overall problems. The reason that most ebooks come at such a high price is so that IM’ers can offer something substantial to affiliates else the book may not sell as rapidly. I think, when I get around to releasing my own ebook, it’ll be on the same levels as a traditional book. It may mean that I don’t get the general benefits of tapping into affiliates but I much rather have something accessible to all and try to break the cycle of these high prices.

  14. April 8, 2011 at 1:25 am #


    I’m on board and looking forward to it. I am super excited and chomping at the bit!

    I think this is going to be a fun series.

  15. July 26, 2011 at 1:14 am #

    Hey This could not have come at a better time, I just created my blog. Looking forward!


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