ROI Podcast™ — the #1 Entrepreneurial Business meets Comedy podcast hosted by Law Smith + Eric Readinger · ROI Podcast™

How To Find Your Niche For Your Business With Jermane Cheathem of CreatorsLearn.com | ROI Podcast™ ep. 491 | Law Smith @LawSmithWorks & Eric Readinger

August 15, 2025·36 min·2 clips

Jermane breaks the model down to one question: what niche do you want, and who already knows the buyers?

1. ROI Podcast™ episode 491 centers on Jermane Cheatham of CreatorsLearn.com and his route into equipment finance brokerage. 2. Hosts Law Smith and Eric Readinger introduce Jermane, who works in finance, travels internationally, and teaches others to build brokerage businesses. 3. The episode asks what niche selection actually looks like when someone wants a remote business with leverage. 4. Jermane says he got into equipment finance by accident after college, when an equipment finance company was the only employer willing to hire him. 5. He describes an early mistake of calling businesses that needed funding, then says the better model was partnering with equipment sellers who already had clients. 6. He says that shift made the work more efficient because sellers could send deal after deal that was already pre-sold. 7. Jermane says he eventually started his own firm after realizing he was building someone else’s business. 8. He says the business became a remote lifestyle model because the work could be done by email, electronically signed documents, and a laptop. 9. He names countries where he has lived and worked, including Georgia, the country, Vietnam, France, South Africa, South America, Asia, Europe, India, Tokyo, Thailand, Dubai, Turkey, and Lisbon. 10. He says the biggest location challenge was India because the pace felt like mass chaos and nothing was timely or organized. 11. Jermane says the model is about niching down: finance, then equipment finance, then medical equipment, then the people who sell medical equipment. 12. He says one of his students was a medical equipment sales rep who wanted out of a nine-to-five job. 13. He says that student used his existing Rolodex, set up a website and lending partners, and began earning $50,000 to $60,000 in commissions almost overnight. 14. Jermane says the same framework works in farming equipment, construction equipment, restaurants, dental labs, and automotive shops. 15. He says the real question is not which niche sounds cool, but who someone already knows inside that niche. 16. He argues that entrepreneurship is lonelier than sales because the founder is often the only one paddling for weeks, months, or years. 17. The hosts respond with jokes about hair surgery, strip clubs, and “hair tits,” which keeps the interview loose even when the subject turns serious. 18. Jermane’s delivery stays direct and practical, while Law Smith and Eric Readinger use comic riffs to keep the pace moving. 19. People who want a concrete business model for niche brokerage will get the most out of it. 20. People looking for a polished startup pitch or a tightly structured case study may skip it.

As heard by us

A practical, joke-heavy lesson in finding the buyers who already respond.

ROI Podcast stays focused on the practical question of finding the audience that actually responds. Jermaine Cheatham's story works because it moves from a string of cold calls that went nowhere to a narrower approach built around strategic people and existing relationships.

Read the full review in PlayNext →

Why you'd press play

If your audience feels fuzzy, this episode helps you stop guessing who actually buys.

Read the full recommendation in PlayNext →

Listen to the show on

Apple Podcasts Spotify

Play clips from this episode More from ROI Podcast™ — the #1 Entrepreneurial Business meets Comedy podcast hosted by Law Smith + Eric Readinger