Happy Tuesday!

In case you forgot, I’m that guy (@thekoerneroffice on IG + FB + Tiktok) that you probably found in a short form video talking about random business ideas.

Today I’m showing you exactly how to start a niche directory website that will generate (almost) passive income for years to come.

In this weekly newsletter I get super tactical about cool, random business ideas and how to launch them. You’re getting this email because I gave you a free business plan and toolkit («-bookmark this!)

Who am I? I’m Chris Koerner: Dad of 4, husband of 16 years and proud Texan. I’ve started 75+ business (3 worth over $10m) and give away all of my learnings for free in a once/week email.

Let’s get to it, shall we?

The Directory Business Blueprint: How I'd Build a Cash-Flowing Niche Website Today

I'm writing this from my home office in the DFW suburbs, my kids are milling around outside my door and I've got 47 minutes before my next meeting. Perfect. Because that's exactly how long it's going to take me to walk you through the most slept-on business model on the internet.

Directories.

Not the sexy kind with venture capital and unicorn valuations. The boring kind that quietly print money every month while you're sleeping. The kind that most entrepreneurs completely ignore because they look too simple to work.

But here's what I know after studying hundreds of these businesses: boring scales. Boring pays the bills. And boring beats flashy nine times out of ten.

Why This Matters Right Now

Ever used TripAdvisor to find a restaurant? Care dot com to book a babysitter? HappyCow to locate a vegan meal? Then you've used a directory business. And each of those companies? They're worth millions. Or billions! And speaking of, most people don’t even know how to think of or validate cool business ideas! Well, I can help you with that. I’m hosting a free webinar with my friend Nick Huber on July 22nd to teach people how to generate business ideas. See you there!

The wild part? Most people don't even realize directories are a business model.

Frey Chu, who I had on my podcast (watch the full breakdown here), runs three directory sites that bring in $2,300 to $3,000 per month. Combined. He hasn't touched some of them in six months.

One of his sites gets 60,000 monthly visitors with an RPM (revenue per thousand visitors) of $16-17 through display ads alone. The thrifting directory? Started because he saw people asking "where do you go thrifting?" in TikTok comments. Now it's a cash machine.

This isn't passive income in the truest sense. But it's about as close as you'll get.

What Exactly Is a Directory Business?

Before we get into that, what if your business could hire an employee who never sleeps, never takes breaks, and never needs a pep talk?

Meet AI Employee from HighLevel. your 24/7 powerhouse that handles leads, builds funnels, and boosts conversions while you’re off living your life.

Get 30 days FREE right now as part of HighLevel’s Summer of AI promo! After that? Just $97/month for the smartest hire you’ll ever make.

Oh, and HighLevel affiliates? You’re looking at 40% commissions. Stacking cash while the bots stack your wins.

Click here to sign up and ride the AI wave

Think of a directory as the digital Yellow Pages, but way more targeted and infinitely more useful.

At its core, a directory lists stuff. Businesses, services, locations, people. But the magic happens in how you organize that information. You're not just throwing random listings on a page. You're solving a specific problem for a specific group of people who can't find what they're looking for anywhere else.

The business model is beautiful in its simplicity:

• Find an underserved niche where information is scattered

• Organize that information in one clean, searchable place

• Let Google send you traffic

• Monetize through ads, affiliate links, or paid listings

Here's the kicker: you don't need to be an expert in the niche. You don't need inventory. You don't need an office. You just need to be better at organizing information than whoever is currently doing it.

Finding Your Golden Niche

Most people fail at directories because they pick terrible niches. They go too broad or too obvious. They compete with billion-dollar companies instead of finding the gaps.

The "Near Me" Research Method

Open Ahrefs or use the free Keywords Everywhere Chrome extension. Search "near me" and scroll past page five. Skip the obvious stuff like "McDonald's near me" and look for weird gems:

• Goat rentals near me

• Mobile car tinting near me

• Bee removal near me

These are your signals. Real people searching for real services that don't have clean answers.

The Facebook Group Mining Strategy

Join local Facebook groups in your area. Search for phrases like "Looking for," "Anyone know a good," and "Recommend."

Every post is a directory idea waiting to happen. Screenshot the best ones. Track how many comments they generate. Comments are data points that prove demand.

The Filter Gap Secret

Don't just think categories. Think filters. Instead of "dentists near me," build "dentists who take Medicaid and speak Spanish near me." Instead of "event venues," build "event venues that let you bring your own food."

The filter is the business.

Building Your First Directory

You're not building the next Yelp. You're building the minimum viable answer to people's specific problem.

Start simple:

• WordPress with a directory plugin like GeoDirectory

• 20-30 manual listings to prove the concept

• Mobile-first design (most traffic comes from phones)

• Clean search and filter functionality

Getting Traffic Through SEO

Your main distribution channel will be organic search. Focus on:

• Location-specific pages: "Best dog groomers in Austin"

• Service guides that answer common questions

• Getting quality backlinks from relevant sites

SEO takes 3-6 months to show results. That's the test. The people who push through that valley are the ones who end up with cash-flowing assets.

Basic Monetization

Once you're getting traffic, start simple:

Display Ads: Apply to Mediavine Journey or Google AdSense. RPMs vary by niche but expect $10-20 per thousand visitors for most local services.

Affiliate Links: Link to products people need. If you're listing batting cages, link to baseball equipment.

Digital Products: Create a simple PDF guide for $19-29. Pure leverage once it's made.

Three Directory Ideas I'd Build Today

1. Mobile Dog Groomers in Rural Areas

Most of America lives in rural areas. They have dogs. They don't have convenient grooming options. Build a directory with travel radius filters and availability badges.

2. Wedding Vendors Not on The Knot

The Knot charges vendors thousands per year. Amazing vendors refuse to pay. Build the anti-Knot with affordable monthly listings.

3. Event Venues That Allow Outside Catering

One filter. Huge pain point. Venues that let you bring your own food instead of forcing expensive catering packages.

Each of these could be live in 48 hours. The technology isn't the hard part. The execution is.

The Real Secret Nobody Talks About

Directory businesses aren't get-rich-quick schemes. They're get-rich-slow schemes. But slow beats never.

You have to believe SEO works before you see results. It takes months to rank. During that time, your site will feel like it's going nowhere. Your friends will question your sanity.

That's the test.

The people who push through become the ones with portfolios of small engines that print money while they sleep. The ones who quit become cautionary tales.

Build one directory. Get it ranking. Get it monetized. Then build another. That's how you create real leverage.

The best time to start a directory business was five years ago. The second best time is today.

Everything is figureoutable. Let's get after it.

BTW, I am posting a free directory masterclass that is much more detailed in my private community for builders. But you gotta come join us to get access to it (as well as a TOOOON of other free resources. Here are just a few:

Thanks for reading! GO LAUNCH THIS!!!!

Chris Koerner

Check out my free podcast here.