Niche Positioning

"We do X for everyone." That's a category, not positioning. Niche positioning is focusing on a narrow market segment: e.g. "CFOs for Series A startups" instead of "finance help," "cleaning for hotels" instead of "cleaning services." Narrow niche = higher prices, easier marketing, and clients who compare you to specialists instead of generalists.

Same expertise, narrower focus. A coach who serves "executives" competes with every executive coach. One who serves "first-time founders raising a seed round" has a niche. A designer who does "branding" gets price-shopped. One who does "brand identity for B2B SaaS in healthcare" gets referred within that world. The niche is your filter. It tells ideal clients "this is for me" and tells wrong-fit clients "this isn't for you." It supports value pricing because specialists command premium prices.

How to choose a niche

1. Where do you have depth? Your best clients often cluster. Maybe they're all in one industry, or one stage (e.g. pre-seed), or one problem (e.g. positioning before fundraise). That cluster is a candidate niche. Don't pick a niche you don't know—pick one where you already have expertise and proof.

2. Can they pay? A niche that's too small or too price-sensitive won't support your business. "First-time founders" can pay if they're funded or revenue-positive. "Solo creatives with no budget" is harder. Balance narrow with willingness to pay.

3. Can you reach them? A niche is useless if you can't get in front of it. Where do they gather? Who do they trust? Referral marketing and founder visibility in that niche matter. Choose a niche you can actually reach.

What breaks

Niche you don't believe in. If you're faking interest in the niche, it shows. Pick a segment you understand and want to serve.

Niche that's still too broad. "B2B" isn't a niche. "B2B SaaS in healthcare, post-Series A" is closer. The more specific, the sharper the message and the higher the perceived value.

Where to go next