Nicheology

Nicheology is where seasoned leaders build the systems that turn their deep expertise into a high-value practice.

We provide the strategic framework and high-touch partnership for accomplished professionals transitioning from successful corporate careers to profitable independent businesses.

What we do:

• Deconstruct decades of corporate experience to engineer a potent, defensible market position (your Niche of One).
• Architect that expertise into a premium offer. Whether it's a signature program, a fractional role, or a consulting package.
• Build a simple, effective go-to-market plan and client acquisition system to attract and enroll your first high-ticket clients.
• Establish your personal brand as a trusted authority in your new space.

Our new high-touch program, The Nicheology Accelerator, is launching soon. The best way to receive exclusive details and weekly strategies for seasoned leaders is by subscribing to the newsletter.

► Subscribe for program updates and weekly strategy here: nicheology.co/newsletter

Founder

Popup

Ever felt trapped by rigid e-commerce platforms? So did we. That's why we built Popup. We raised $3.5 million from top-tier investors to reinvent how online stores are built. Our mission was to give power back to the entrepreneurs.

Popup isn't just another e-commerce platform. It's a no-code revolution. We created a system where anyone could build powerful sales funnels and unique shopping experiences without writing a single line of code.

As COO, I built our team and systems from the ground up. We grew to 35 people across multiple countries, all working remotely. I learned more about hiring, culture-building, global operations, customer development, software sales, corporate finance, and international law in three years than most people learn in a decade.

Our product lets you visually control the customer journey. Think of it as Lego for e-commerce - flexible, modular, and limited only by your imagination. We made it possible to build and launch a Popup Store to sell anything, anywhere in the world, in minutes. No coding required.

The future of e-commerce isn't about technology. It's about empowering entrepreneurs to bring their unique visions to life, without barriers.

COO & Co-Founder

Viceroy Group

Business Advisor

We started Viceroy with a laptop and a vision. No funding, no office, just pure hustle. In less than two years, we scaled to mid 8-figures in revenue. Here's the real story:

I built our operations from scratch. We're talking OKRs, SOPs, workflows - the whole nine yards. Turned a chaotic startup into a well-oiled machine. All while fully remote.

Our customer success team? Grew it from 1 to 15 multi-lingual agents in 6 months. Established a Product Success Network that bridged the gap between marketing, product, and customer needs. Result? 5/5 star feedback across the board.

Managed an international supply chain spanning 5 fulfillment centers. Learned more about logistics than I ever thought I'd need to know.

But here's the thing. We did all this while building a culture that attracted top talent and kept them engaged. No ping pong tables or free lunches - just a shared mission and the freedom to do great work.

What I learned: Building a successful remote company isn't about fancy tools or perks. It's about creating systems that empower people to excel, no matter where they are. That's how you turn a startup into a multi-million dollar operation.

Co-Founder & COO

The Fragile Club

Before mental health became a buzzword, we built The Fragile Club. Our mission was to turn mental health awareness into a movement through socially conscious apparel.

We didn't just sell t-shirts. We created a brand that spoke to people's struggles and hopes. Our Ambassador program turned customers into advocates overnight. Why? Because they believed in what we stood for. We leveraged influencers not for their reach, but for their stories. Each collaboration supported our message: it's okay not to be okay.

Partnerships with Mental Health Organizations weren't just for show. We funneled profits into real support systems, creating tangible impact. 

And our social media wasn't about likes. It was a community hub where people felt heard and supported. Sure, we ran targeted FB ads and retargeting campaigns. But our growth came from something deeper - a shared purpose.

Here's what I learned: A compelling mission isn't just good karma, it's good business. We proved you can drive profit while driving change. That's the power of purpose-driven entrepreneurship.

In the end, The Fragile Club wasn't just a brand. It was a movement. And it showed me that when you align business with purpose, magic happens.

Co-Founder

Leave Comfort

Ever wonder how luxury brands tell their stories? That's where Leave Comfort came in.

My husband and I started this content creation agency on a wild idea: quit our jobs, travel the world, and create stunning content for high-end brands. Sounds crazy, right? It was.

We traded our comfortable Vancouver apartment for Bali beaches and Asian metropolises. Our office was anywhere with WiFi. 

Our mission was to transform how luxury brands connect with their audience. We didn't just take pretty pictures. We crafted narratives that made people want experiences they didn't even know existed. 

But why did it work? We provided real value that resorts wanted. We didn't have a social media following at the time, but because our offer was 10x the value any influencer provided, we got the gigs. 

We helped forward-thinking, innovative brands stand out in a saturated market by offering them reports on how to improve and key insights into the experiences their competitors were providing. 

Key takeaway: In the world of content creation, providing more value than your competitors wins every time.

Shopify

Worked with workforce planning software including Teleopti, Salesforce, and Workday. My role emphasized data analysis, capacity planning, and forecasting. My role also included planning and creating schedule plans for Shopify Retail LA, and other programs and teams across Shopify - mainly focused on the support department.

Workforce Analyst

In this role, I educated entrepreneurs about the world of e-commerce and how to use the platform, including and not limited to product sourcing & supply chain, shipping, fulfillment, inventory, theme customization, domains, social media integration, social media marketing, payment processors, branding, SEO, and company growth.

Merchant Success Manager

ShopClass Calgary: August 19th-20th, 2017
ShopClass Vancouver:  August 1st-3rd, 2017
Gateway '17 Alibaba Detroit:  June 21st-22nd, 2017

Shopify Events IRL, Merchant Success

Graft Sport | Pro Slacklines

My first real business. Imagine two twenty-somethings in a tiny apartment. That was me and my husband when we started our first online business selling on Amazon. 

We created a top-tier slackline kit and started learning e-commerce from the ground up. Product design, Chinese manufacturing, international logistics - you name it, we figured it out.
Hustled for a few weeks until we hit Amazon's first page. Started seeing daily sales roll in and felt invincible!

Then one negative review from a competitor ruined the party. Amazon couldn’t do anything about it and our listing tanked. So we pivoted to direct sales and learned the hard way that heavy products and shipping don't mix.

Ultimately sold to a California buyer. Not a huge exit, but the lessons were invaluable.
Graft Sport was my crash course in entrepreneurship. It taught me resilience, problem-solving, and laid the foundation for every business venture that followed.

Key takeaway: Your first business probably won't make you rich, but the experience is priceless. It's all about the long game.

Co-Founder (Acquired)

kate spade new york

Retail Merchandiser

Retail Specialist

lululemon

Fit Model

Retail Merchandiser & Educator

ROXANNE NIKKI

Ever wonder what it's like behind the scenes of a fashion brand? I got a front-row seat interning for Roxanne Nikki, a Vancouver designer with 30 years in the game. This wasn't your typical coffee-fetching internship. I was in the trenches, scissors in hand, cutting everything from faux fur to leather. 

Learned real quick that different fabrics demand different techniques. Prepped fabric bundles for sample sewing. Sounds simple, right? Well, It's an art form. Got my hands on industrial sewing machines and picked up hand-stitching techniques. Basting seams became my new party trick.

But the real gold was sitting in on design and strategy meetings. Watching a seasoned pro navigate the business side of fashion was eye-opening and I ate it up.

Key lesson: Fashion isn't just about beautiful clothes. It's a business, and a tough one at that. This internship taught me the grit required to build something real — a lesson I've carried into every venture since.

Fashion Design Internship

After a successful corporate career, you’ve reached the point where you’re ready to build something of your own. 

You have the deep expertise, the reputation, and the drive. 

But you've likely discovered the skills that made you a brilliant executive aren't the same skills required to launch a profitable independent business from scratch.

I understand this transition because I've lived it from every angle—from the inside of a major corporation, from the trenches of a bootstrapped startup, and from the boardroom of a VC-backed company. 

I’ve co-founded and scaled businesses to 7 and 8-figures, generating over $20M in revenue. 

As Co-Founder and COO of a portfolio of e-commerce brands, I built the operational engine that allowed us to scale. This included growing our customer success team from 1 to 15 agents in just 6 months and managing a global supply chain shipping to over 120 countries—all while maintaining a 4.8/5 Trustpilot score.

As the COO of a VC-backed tech company that raised $3.5M from top-tier investors like Accel and Seedcamp, I built the operational systems—recruiting, HR, culture, finance, customer experience, and business operations—from the ground up. 

And at Shopify, I guided over 900 founders through the complexities of building a profitable online business.

Through these experiences, I discovered a fundamental truth: successful ventures aren't built on passion alone. They are built on a strategically engineered market position. 

The most successful founders don't just pick a niche. They deconstruct their deepest experience and build a potent Niche of One that is impossible to copy.

That's why I created Nicheology. It’s the strategic framework I developed over a decade of building companies and the methodology I've used to guide hundreds of others. 

It’s designed to help you translate your decades of hard-won corporate experience into a premium signature program and a go-to-market plan that gives you the clarity and financial return you deserve.

Ready to turn your expertise into a high-value business?

My new high-touch program, The Nicheology Accelerator, is launching soon.

The best way to receive exclusive details and be the first to know when applications open is by subscribing to my weekly newsletter for seasoned leaders.

► Subscribe for strategies and program updates here: nicheology.co/newsletter

Cait Holmes

Have you ever been in a job where you’re hired as a Project Manager but they ask you to step in for Customer Relations coz you’re so damn good at it?

Well, something similar happened to me recently.

I’ve spent the past 2 years as a Branding expert on LinkedIn.

However, 80 % of my clients insisted that I help them figure out what their next step should be in business, and how should they go around about it.

Why? Coz I was just so damn good at it!

Up until now, I shared my wisdom for free. But as they say - if you’re exceptionally good at something, turn it into a business and start making money out of it.

And so I decided to add the Business coaching as a separate service into my portfolio.

Currently, I’m helping 2 Business owners build irresistible offers for their audience and get their business to the next level.

And I’m gonna work with 2 more owners in the coming weeks, helping them:

-Get clear on their goals
-Identify what isn’t working
-Come up with a solution and fix the problem
-Help them build offers that keep clients pouring in
-Scale their business from Level 1 to Level 5 and further

So, are you gonna be one of them?

Business Coaching

We’ve all been in a party and felt like we don’t belong there.

You feel like you’re invisible to everyone

People walk away whenever you try and start a convo

The last person you were talking to went to get drinks and never came back

You end up sitting in a corner loathing yourself wondering what’s wrong with you!

Does your breath smell bad?
Have you dressed up weirdly?
Do they not like your personality?
Did you forget to put on perfume?


The same thing happens with Brands.


A lot of brands feel like they don’t belong in the market.

All their pitches are ignored
All their leads run away to their competition
All their emails are pushed into the spam folder


All brands want people to:

-Feel confident that they’re the solution to all 
their problems
-Know their name and what they do
-Get excited when they see a store with their name on it


But most Brands

-Fail to explain what their offer is
-Don’t have the clarity needed to target the market
-Lack authority to command their prospects’ attention


That’s where I step in.


In the past 3 years, I’ve been working with more than 12 brands to help them get CLEAR on what their next step should be and HOW their brand needs to dress up so that they turn heads every time they go into a party.


Read along to know more about my expertise.

Brand Strategy Consultant

BEESAN

Chief Brand Officer

That feeling when you over-deliver and the client just can’t get enough of you!


So I worked for Beesan on a small project back in 2021



They liked the job so much that they decided to re-hire me for a second time in 2022


But this time, it wasn’t just a simple “pls-do-me-a-favor-and-rebrand-my-company” project.



It was a difficult “pls-help-me-figure-out-what-I-need-to-do-next-before-I-kill-myself” project.



So when I got there, I saw that:



-They were too focused on visuals and branding

-They didn’t think to first sit down and plan out their strategy

-They were too invested in the business emotionally - which in turn was harming the biz

-I had to constantly remind them to think objectively before making any decision

-They totally believed that they were incapable of doubling their revenue in a year



12 months later, I left them with:



-A brand new Workshop

-A team of 10+ employees

-300+ loyal customers that didn’t think of going anywhere else

-A new brand identity that commanded authority over their clients

-A strategy to go international (which they did in the next 13 months)

-A strong mindset and belief that they could scale to any number at any time

-A smooth and buttery customer experience that soon became the talk of the town



But here’s what I learnt when working with them:



People often think that “guessing” is the best way to get out of any situation.



While it may be true for many, guessing oftentimes puts us in more danger than before.



Especially - when there’s already a lot at stake.



Sometimes, the only way out is asking for help. Wouldn’t you agree?

Brand Strategist and design

AWZER SMART

We all have friends who are friends with people we wanna work with.


So one of my friends recommended me to Awzer and they hired me as their Brand consultant.


When I started working with them:


-They had lost $5k to a trend someone suggested that got 0 results

-They had a small team with no direction to where the biz was headed

-They didn’t know what they needed to do next to scale their business

-They had lost more than 12 clients to poor follow-up and bad experience



In short - we had to rebuild the whole business brick by brick.



So here’s what I did:



-Helped them prioritize their goals

-Guided them towards making the right investments 

-Convinced them to get rid of unnecessary expenses

-Mapped out everything that needed work from A to Z

-Helped them hire the right employees so that they could focus on what they do best



And just after 6 months, here’s what we got:



-They got more than 50 new clients

-They were able to land their dream project 

-They generated more than $125,000 in revenue

-Their retention rate went up by 80% in 3 months

-They launched a new product that boomed in the market

-I helped them save more than $7000 per month in unnecessary expenses

-We created a system that could enable the business to function autonomously

-We generated a guideline so that everybody knew exactly what to do and when to do it.



And after I had taught them everything,



I gave them a Map that would help them scale the business without my guidance.



Because I take pride in offering a service you’ll only need once in a lifetime.

Brand Strategist

Emily Mills

This one’s been the smallest project I’ve ever worked on as a brand strategist.



Yet, it’s the one with great significance.



And that’s for 2 reasons:



-It was assigned to me by my Coach and I had to make her Proud

-It was the first project where I combined my design skills with strategy



And the result was mind blowing.



Emily was a life coach looking to create a brand that was:



-Feminine

-Bold

-Colorful

-Joyful



(basically she wanted rainbows and thunderstorms all at the same time)



And that’s exactly what she got.



But here’s what’ll interest you:



-I am a highly committed individual

-I aim to make the people I represent proud and happy

-I take pride in using my strategic brain alongside my colorful brain



Basically, the Monica Geller inside me won’t ever let you down.

Brand Designer

Vertex

Have you ever worked with a beginner?



(It’s like babysitting a 10 yr old)



Imagine getting a call at 2 am asking you whether they should go with blue or yellow for their Logo?



Or having to make every single decision for them from Hiring employees to filtering clients



The main problem for beginners is: Lack of CLARITY.



They can’t figure out what they wanna look like

Who they wanna work with

What their brand resembles

What their next step should be



Vertex was one of them.



So when I stepped into the business, I constantly focused on:



-Asking them questions that would make them feel grounded

-Reminding them of their end goal before making any decision

-Showing up as the cheerleader that would always support them

-Validating their every move so that they knew what to expect next



And this way I helped them navigate their business from “Beginner” to “competent”.



But working with Vertex helped me realize that every business owner starts out as a “Beginner” when they wanna take their biz to the “Next level”



And so I’ve made it my mission to help as many biz owners as I can to go from “Beginner” to “Expert” so that they can keep on scaling their businesses to the next level.

Brand Consultant

B-Elite Academy

4 months after I left Med school to follow my passion, I was hired by B-E

B-Elite was the first brand to trust me with their branding.

They were launching a new website and needed someone to help them with design elements that are consistent with their Brand identity.

The only problem: They themselves weren’t clear on how they want their brand to look like.

No specific colors,

No specific typography

No specific Logo 

And I didn’t have any guidelines to refer to.

So what happened is:

I created some designs for them

And in 2 weeks, they used them on the website

Without going through a single round of feedback

On whether these designs are aligned with their identity

They seemed pretty satisfied with the job.

But I wasn’t.

For me, design isn’t some color you splash on your website

It’s like designing the bridal dress for a girl who’s planning her wedding since childhood

(it’s that important!)

But here’s what I learnt working with them:

-Never jump into design or strategy without being Clear on your goals

-Always start with defining some guidelines to help you be consistent

And that’s exactly what I did with all my clients after that.

Scaling brands in 12 weeks by eliminating the Foggy feeling that makes you question your every move | Clarity - Plan - Execution

305 Million new businesses open every year.

75% of them will fail in 5 years.

If your business was one of them, would you know what to do?


Lately, it feels like you’re just STUCK in one place.


Your goal was to expand your business, but you don’t know HOW.


Should you focus on new products?
Or should you just Hire more people?
Should you run more Ads on Facebook?
Or should you just start with Cold Emails?


Everyone on the internet suggested getting a new website.

All you're left now with is a $1997 bill and a website with no traffic.


You need more clients, but you don’t know HOW?
You need a better team, but you don’t know WHO?
You need better systems, but you don’t know WHERE to START.


The Truth is: You don’t have a CLEAR plan.

And to top it all off - Your Brand Identity is VAGUE.


You’re in the Food industry but people think you’re a clothing brand.
(It does happen)


End Result:

-You have 13 calls scheduled with people who think you're a cloth brand
-You’re getting clients on and off - but you can do so much better
-You work 90 hours a week and see no results for your hard work
-70% of your revenue is spent “FIXING” things back


Your DREAM of becoming an entrepreneur has turned into a NIGHTMARE.


You finally swallow your pride and ask for help. An Agency is called in.

6 months in, all you’ve got till now is:

-5 onboarding calls and one more scheduled for next week
-A questionnaire on Brand design with nothing to do with Strategy
-A brand new Logo that nobody likes
-Zero strategy calls. Zero ideas on how to scale. Zero solutions.


What you actually need is-

-A-Z Audit of your business
-Identifying what's working & what isn't
-A clear image of how your brand should look like
-4 Strategy calls/month to discuss goals and solutions
-Clarity on what your next step should be to reach from A-B


The truth is, everyone wants to scale their Business to the "Next Level"

But most business owners lack CLARITY on WHAT their NEXT LEVEL is.


That's where I come in.


"You set the business on a path that aligns with my values and priorities." is what Penny said to me.

"Having you gave me sort of a business partner I can come to and discuss to take the right decision." - is what Ahmed thinks of me.

"I think you were the main reason the business didn’t fail." - is what Aflah thinks.


Wanna take your business to the next level?

Drop me a DM NOW.

taplio

The Battle

Cait Holmes

Yasmine Bounouh

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