Niching is not Exclusivity

They say that the first rule of Entrepreneurship is to ‘Niche Thyself’.

I cannot be more of an advocate of this rule. I have spoken, coached and trained using this rule for over 25 years and it remains as relevant today as ever. You cannot progress in business without a defined, laser-focused niche.

No one wants a generalist, customers need to know that you are a focused specialist who will get the job done: on time, on budget and done well.

But Niching does not mean exclusivity: Your niche is just a marketing expression of your business, not an exclusive operation. What? Doesn’t this just undo all the above? Absolutely not.

A typical Service provider will have a niche focus but should always be backed up with a wealth of experience, education and products. A Start-up Coach will have business experience, marketing qualifications and product development knowledge. A Pool installer will have civil, mechanical, plumbing and electrical expertise. A brain surgeon is also a qualified GP, surgeon and community health guy.

All of these have a focused niche that you will hire them for, but their proven backing of skills makes them who they are and help provide a solid experienced service within that niche.

A business can also have multiple niches, if well defined and not in competition with each other, these work well to deliver a more comprehensive service to potential customers. But as far as the marketing goes, they need to remain separate and clear to the seeking customer.

So, niche thyself. Define these niches. Back them up with solid experience and expertise. Then go out and do business like an adult.