Your Niche Will Change, And That’s Part of the Journey
Dec 18, 2025
One of the biggest shocks for most veterinary professionals when they start an online business is this:
You’re allowed to pivot.
You’re allowed to change direction.
You’re allowed to evolve.
And not only are you allowed to… it’s normal.
It’s expected.
It’s literally how online business works.
But we’re not used to it, are we?
We’re trained as professionals.
To pick one path.
To stay in our lane.
To specialize.
To do one thing, forever.
So when we step into the online business world and realize things shift, people panic. They think:
“But what if my niche changes?”
“What if my audience wants something different?”
“What if I start one thing and end up somewhere else?”
Let me just say this clearly:
**Your online business WILL change.
Your niche WILL shift.
And that’s a GOOD thing.**
Your audience will guide you, if you let them
When I started online, I helped pet owners with arthritic dogs.
Simple. Clear. Fulfilling.
Then something interesting happened…
I was searching for knowledge myself, and I brought a few colleagues along for the journey.
They loved it.
They kept asking for more webinars, more training, more learning… and that’s when I realized, there’s actually a niche here.
So my niche shifted.
I listened.
And boom, Onlinepethealth was born.
Years later I took another pivot.
Vetrehabbers weren’t just asking for CE.
They were asking for options, ways to earn more without burning out, ways to help pet owners online, and ways to find more freedom.
And my niche shifted again.
Now?
I also help veterinary professionals just like you how to build online businesses and create digital products.
I also help veterinary professionals just like you how to build online businesses and create digital products.
Same Meg.
Same skills.
Same industry.
NEW needs.
NEW niche.
Pivoting wasn’t a mistake.
It was a response.
Pivoting is a business strategy, not a failure
Think about the big brands we know:
→ Netflix started by mailing DVDs
Then pivoted to streaming.
Then pivoted to original content.
Now they dominate the world.
If they stayed in the DVD lane, they’d be gone.
→ YouTube started as a dating site
Yes, really. “Tune in, Hook up.”
Nobody used it.
Then people started uploading random videos…
So they pivoted into the platform you know today.
→ Instagram started as a check-in app
Like Foursquare.
Then people used it mostly for photo sharing.
So they pivoted.
The rest is history.
→ Blockbuster didn’t pivot
They insisted people would always rent DVDs.
They ignored what their audience wanted…
…and we all know how that story ended.
They ignored what their audience wanted…
…and we all know how that story ended.
Pivoting isn’t a sign of weakness.
It’s a sign of listening.
A sign of growth.
A sign that you’re paying attention to what your audience is actually asking for.
Your niche today is not your forever niche
And that’s okay.
You might start helping pet owners with mobility… then find your audience asking for something slightly different, maybe behaviour tips, senior care guidance, or home-support advice. Your path can shift, and that’s completely normal.
This is normal.
This is healthy.
This is what business is.
This is healthy.
This is what business is.
Your online business evolves as YOU evolve, and as your audience evolves with you.
So what should you do right now?
Start with the niche that feels right today.
Not forever.
Not for 10 years.
Just for now.
Create a product.
Share your knowledge.
Help your people.
Watch what they respond to.
And when the time comes to tweak, adjust, or pivot?
Don’t panic.
You’re not doing it wrong.
You’re doing it right.
Because businesses grow through movement.
Not through staying stuck.
Not through being “married” to one niche forever.
Your niche is a starting point, not a prison cell.
Stay open.
Listen closely.
And let your audience show you where the next step is.