Business plan - what I'm doing wrong

I'm currently spinning my wheels. But I know at least partly what I'm doing wrong here, - there is a saying I have come across a good few times across a range of platforms while learning about building an online business, and that is ''market to everyone, market to no-one''.

I have known since the beginning that I don't have my avatar, my ideal customer, clearly defined. My niche is accessible to everyone, and I want to offer help, support, and of course products, to everyone, and redirect them to more specific sites for those that require something more specific.

Of course in business you need to put your products in front of those people who have the purchasing power to buy them. But I also want to offer help and alternatives to those that right now, perhaps don't. Yes, it seems like a shot gun approach. And I would expect some sales using this method, but I think it's better to have more focus, which will also drive my writing. Putting something out there aimed at anyone and everyone is better than not putting anything out there, and my plan was to start looking at the demographics as the traffic trickles in, and also to do the odd survey directly to those customers, so I can better tailor my offerings to them. But I think I should have more clarity asap on who that person who wants my advice and who will buy through me, actually is.

I feel kinda silly, - because I AM my own niche, and yet I still can't get my head around it. I really think I am focusing on targetting more those people who are new to my niche, that makes a lot of sense and seems to be the direction I'm headed in. But I look at the successful sites in my niche, and they seem to be going after everyone. Clearly there's something I'm missing and I need to look at them carefully until I spot it.