Welcome back to another insightful episode of the Built for the Trades podcast! Today, we’re thrilled to have my co-host, Nathan Glass, join me for a deep dive into niche marketing and business development. We’ll share valuable insights on defining your vision, establishing your niche, and creating the perfect avatar for your business. Plus, we’ll explore some dos and don’ts when narrowing down your business focus.
Before we get into it, let’s take a moment to recap our recent episode with Brandon from Live Oak Bank, where we explored their journey of niching down their services. Seeing how this strategic move defined their business and fueled its remarkable growth was fascinating.
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In our previous episode with Brandon, he emphasized how Live Oak Bank found success by identifying a recession-proof niche. This led them to focus on serving plumbing, HVAC, and electrical businesses exclusively. What stood out was their clarity about who they are, what they excel at, and their dedication to serving the trades.
Nathan pointed out an interesting aspect of their journey. Initially, Live Oak Bank operated within the home services niche, but they realized the potential to expand further within the home services sector. They recognized other recession-proof opportunities waiting to be explored. Their ability to adapt and broaden their niche proved instrumental in their growth.
Now, let’s delve into the core of our discussion today: understanding and defining your niche and avatar. These two components work hand in hand and play a pivotal role in the success of your business. As we progress, you’ll discover how they influence each other.
One of the essential lessons Brandon’s story taught us is that “riches are in the niches.” This phrase resonates profoundly in the trade business world. But, as with any endeavor, some nuances and considerations warrant attention.
Let’s begin by discussing the concept of a sub-niche within your business. Suppose you’re running a home service company. In that case, you face a critical decision: Should you narrow your focus to residential clients, exclusively serve commercial clients, or specialize in new construction work? This decision is crucial, but striking the right balance is essential.
It’s worth noting that hyper-focusing on a sub-niche may become costly if you exhaust your market’s potential too quickly. If you’re in a small market with limited homeowners, targeting only residential clients might not be sustainable in the long term. Similarly, exclusively pursuing commercial projects may lead to market saturation.
This brings us to the first fundamental principle: Assessing Your Expertise. To identify your niche, evaluate your skills, experiences, and passions. What services do you excel at? For example, if you’re exceptionally skilled in HVAC system installations, that could be your starting point.
Next, research your local market. Is there a high demand for specific services that remain underserved? The goal is to find gaps in the market that align with your expertise and offer growth opportunities. An example here would be discovering a demand for duct cleaning services in a market dominated by general HVAC companies.
But remember, a niche isn’t just about picking any specialization. It’s about selecting one where you can excel and stand out. As Nathan pointed out, standing out in today’s noisy business landscape is more crucial than ever. A niche helps you define your identity and become known for something specific.
Nathan further emphasized that you must start with a niche to grow and stand out. It’s your foundation for building a customer base. Once you’ve established yourself in your niche, you can gradually expand your services to cater to a broader audience. This approach allows you to grow strategically and maintain a competitive edge.
As we discussed earlier, niching down too aggressively can be risky. If you transition from offering a wide range of services to focusing exclusively on residential projects, you might compete fiercely with well-established companies with significant marketing budgets. It’s essential to be aware of your market dynamics before narrowing your focus too much.
Now, let’s shift our focus to analyzing your competition. Research your competitors to understand their services and identify potential gaps in their offerings. Finding areas where they may be lacking can help you carve out your niche. For instance, if your competitors are all-purpose providers, you could differentiate yourself by offering quick-turnaround services or specialized expertise.
Lastly, consider profitability. While passion is crucial, your niche should also be financially viable. Ensure your chosen specialization aligns with market demand and allows you to build a sustainable business model.
In our next segment, we’ll dive deeper into creating your business avatar and explore how it complements your niche. Stay tuned for valuable insights to help you build a thriving and sustainable trades business.