Help Getting Started

Hi /smallbiz,

I am an aspiring entrepreneur with a decade of experience in marketing for physical product ecommerce brands, and feel it is time to start my own venture. However, I am unsure how to go about actually finding a business idea/model. Not looking to create a general online storefront and simply try to sell - I want to build a brand over time. Not looking to innovate a new product, but to enter an existing market. Am struggling with having worked in markets that are over saturated already, and looking for markets (and niches within them) that I can obsess over.

What tips or processes do you have to help find profitable markets? From there, how have you differentiated from existing brands?

Please reference online tools if so.

Any help is appreciated!