AI Summary
5 min readAlex started Finn vs Finn in 2018 as a side hustle while working a full-time fintech job. The site is a product review and comparison platform in health and wellness, earning commissions when shoppers click through and buy from partner brands. It now generates seven figures in annual revenue. But for the first six months, the site made zero dollars. The breakthrough came from identifying a niche that was new, high-margin, and underserved by existing content—telemedicine and telehealth platforms that were raising massive venture rounds but had almost no independent reviews online.
The niche strategy: be first, not best
Alex’s core insight was that a new site with no authority cannot win in a crowded space. Instead, he targeted queries that nobody had written about yet. “You can't win in a crowded space when you're young and your site isn't authoritative on any level, but you can win queries that nobody has ever written something for.” The criteria for choosing a niche: it must be new, have high product margins, and show sustained momentum rather than a fleeting trend. Telemedicine fit all three—it was exploding, the products were expensive and considered purchases, and almost no one was reviewing them.
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What you'll learn
- 1 (03:04) **Introduction to Alex and Finn vs. Finn** - Alex introduces himself as the founder of finvsfn.com, a seven-figure product review site in the health and wellness space.
- 2 (04:27) **The Origin and Pivot of Finn vs. Finn** - Alex explains how the idea evolved from comparing fintech companies to reviewing telemedicine and health products.
- 3 (06:04) **The Decision to Go Full-Time** - Alex shares his calculated approach to quitting his day job, waiting until his side income matched his salary.
- 4 (07:36) **The Breakthrough: Finding a Low-Competition Niche** - Alex reveals the secret to his early success: being first to write about a new, high-margin product category.
- 5 (10:31) **Keyword Research and Content Strategy** - Alex details his process for finding and targeting keywords to win in Google search.
- 6 (11:33) **Navigating a Business Partner Buyout** - Alex describes the challenges of his co-founder wanting to keep the business a side hustle while Alex wanted to go full-time.
- 7 (12:36) **Building a Portfolio of Affiliate Sites** - Alex explains why he expanded from one site to a portfolio of six, focusing on economies of scale.
+ Full timestamped outline available in the app
Show Notes
I Make $1M/Year With One Website
This is the breakdown of how Alex Goldberg built his side project to over $1M/year WHILE working a full-time job.
🖥 Join my free live workshop on how I built a $1M business on two hours a day - https://www.starterstory.com/class?utm_source=youtube&utm_campaign=alexgoldberg
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Sharing ideas that make money!
Disclaimer: This podcast is published by a viewer using content from Starter Story's YouTube channel with the goal of making his valuable insights more accessible to those who prefer audio formats, helping more people discover and learn from the insights shared in his videos. It is not an official production of Starter Story. For any requests from Starter Story, please don't hesitate to get in touch.
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