Margie had a niche – she was quite confident about that, but I wasn’t quite so sure, so I asked her, “Who is your ideal target market?”
“Single women over 30” was her instant response.
“Great, so am I your target market? – I’m single and over 30.”
“Umm … I don’t think so.”
I probed further, “What problem are you solving? How are you solving it? What do you do for these women over 30?”
“Well, we take care of their to-do list:- source tradesmen, stay at home while they’re working, supervise the trades, plan parties etc. Does that help?”
Once we boiled it down to the real problem Margie’s business solved, her niche was actually quite a bit narrower than she had imagined – easier to define and to target. Margie also recognised that she was assuming that people would understand what she did from her business name and title – and that just wasn’t the case.
Rather than feeling angry because we hadn’t understood what she had to offer, Margie recognised that she needed to be a lot clearer when she described her services – whether that was verbally, or on her website, or in print. She realised that she needed to add more information and stop making assumptions about what people thought she did. Once she clarified this her business grew rapidly.