Finding Your Niche Within Your Industry
Niche is defined as “a distinct segment of a market; a place or position suitable or appropriate for a person or thing: to find one’s niche in the business world.” Every business needs some form of specialty and attraction that sets them apart from their competition. Why do people want to see you versus your competitor? What do you have to offer that is unique and different? By finding one’s niche in your industry, you can find the essential tools and taglines necessary in order to stay at the top of your business.
Take a look at some quick tips on how to find your niche:
#1. Know your competition. Spend time surfing the internet to see who is out there and what they are doing. Type key words into Google that you would use to find your website and see what pops up locally and/or nationally.
#2. Get a role model/mentor. Find someone who is doing something similar to what you do or want to do and talk to them. Get to know the ups and downs, how they became successful, and what worked/what didn’t work. This way you have a start of a good business model so you don’t have to repeat the same mistake twice. Your mentor can be in another state/city in order to reduce potential competition.
#3. Get Specialized. Find out what is missing from most of your competitors around the area. Figure out an area of expertise or a gimmick that will set you apart from the rest. You want to offer something that no one else does. For example, Baby Boot Camp caters to women who have just had a baby. The women can go to boot camp with their strollers and get a work out. This is their specialty and niche.
#4. Ask yourself: How can I make this better? Look at an existing business model and ask yourself how you could improve it. Using the boot camp model again, could you offer boot camps indoors, outdoors, in a neighborhood that doesn’t have any, specialty boot camp training for a specific event like Tough Mudder, special equipment or exercise routines, etc. The list is endless. The goal is the same: improvement and attraction.
#5. Start your plan and listen to your customers. Once you actually start your plan/program/business, you may find you need to tweak, change, or alter your proposed niche. Take note of what your customers are telling you and get feedback from them. By listening to the people paying your bills, you will be able to determine what they are looking for and what will satisfy them the most to be repeat clients.
Having passion in everything you do will help you find your niche in your industry and distinguish you from the others. Stay true to yourself and know your customers and you will succeed.
Sarah Koszyk is a Registered Dietitian and Nutrition Coach at Eating Free, an online adult weight management program. She also provides in-person nutrition coaching at a private practice, MV Nutrition, in San Francisco, CA, where she specializes in sports nutrition and adult and pediatric weight management.