To niche or not?

For small business owners, that is the question.

Small business owners, artists, craftsmen, and entrepreneurs are, in general, a creative bunch who see opportunity where others don’t. It is what makes them successful. Ask a small business owner that has been in operation more than three years how many businesses they have- my guess: more than one. Its why real estate agents are also property managers. It’s why boutique owners have a brick and mortar and an online shop. It’s why food truck operators also cater. It’s why coaches also consult.

It can also be why entrepreneurs stretch themselves thin. For a lot of us, including myself, branching out starts out of necessity. The market shifts, the economy dips, interest weans and to make ends meet- you pivot.

The most popular prescribed advice of Instagram coaches, YouTube University, and good old fashion Google is that small businesses should have a niche. This means that you carve out what you’re offering and become crystal clear about what you sell and who you sell it to.

For example, a photographer can offer weddings, seniors, newborn, engagements, events, school photos and headshots. In a time of scarcity- being all things to all people- might sound like best avenue. The “To Niche” crowd teaches that this “everyone is your client” method is not effective because your marketing gets lost – you become just another photographer. Instead, they suggest claiming a subset of the market, such as weddings, and become THE wedding photographer. So, when someone searches the google machine for wedding photographers, your name comes up.

It makes sense, right? Get specific about your message, draw in people looking for what you’re selling.

If you’re in the “Or Not” camp, you might be thinking; “But you just cut lose seven other potential clients- how is that better?” A growing subset of these online advisors are suggesting, especially in the early phases of business, the right answer is to avoid a niche. It can box you into a category that excludes clients and their necessary dollars that count towards staying afloat. Further, they advise that the photographer that becomes hyper-focused on weddings misses out on skill that is developed when practicing across several different kinds of photography. They warn that the repetition of one practice can stifle creativity and passion altogether.

To niche or not?

As per usual, my advice is: it depends.  

To the photographer, I’d say, especially in the beginning, it has less to do with the subset of weddings vs newborn photos and more to do with the process and overhead of shooting those two kinds of sessions. If, as a wedding photographer, you don’t need a studio but as a newborn photographer, you do- those aren’t the two subsets of photography that I would choose. Instead, I might choose weddings, engagements, and events – none of which require a studio. Or I might choose newborn, seniors, school photos and headshots which need the studio and specialized equipment.

Then, I recommend clarifying your message. “Our photography firm captures your special events.”

And finally, I would recommend limiting how you package your product. Simplify how you sell what you sell. For the photographer, it might be an hourly rate plus an editing fee per image calculation. This formula can be applied to any event that someone wants photographed. It simplifies your ability to pivot your model when someone wants you, the wedding photographer, to photograph their kindergartener’s graduation. Then it’s just a matter of if that’s a job you want to take, rather than whether you have specific package for the work.

Did I niche?

Yes and no. I identified a niche client: leaders. But I decided that niching down on one service wasn’t effective for me. So, when I decided that I can effectively support leaders in three arenas, I clarified my messaging to say: I support leaders through coaching, consulting, and teaching. And I streamlined my backend formula for charging so that no mater the kind of project that comes along, I can decide if it is work that I want to do.

That’s the beauty of small business – you can do what you want.