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Lesson 2 of 6

Choose a niche without boxing yourself in

~10 min

Learning objectives

  • Learn the three lenses of a strong niche
  • Pick a niche that is specific but not limiting
  • Avoid niches that are too small or too vague
  • Draft a first-version niche statement

The three lenses: who, problem, outcome

A workable niche has three parts: WHO you serve (the person), the PROBLEM they have (the pain or goal), and the OUTCOME you deliver (the transformation). Missing any of the three leaves the niche fuzzy.

Example: "I help busy mums in their 30s and 40s rebuild strength and energy in 12 weeks without giving up family time." Who. Problem. Outcome. Clear.

Specific enough to be magnetic — not so small you starve

A niche that is too broad ("women") attracts no one. A niche that is too narrow ("left-handed female firefighters under 5'2") has no market. The sweet spot is a group large enough to fill your business but specific enough that one client feels deeply seen.

Aim for a niche where you could realistically describe 3 to 5 ideal clients you have already met.

Your niche is a doorway, not a prison

Niching down does not mean refusing every client outside the niche. It means choosing what you market, what you post about, and what your brand is known for. You can still take other clients privately — but your public message stays focused.

Brand focus + private flexibility = sustainable business.

Founder insight — Derrick Twum

Every MEM tool started by serving a very specific problem before expanding. The same logic applies to a coach: own one niche deeply first, then widen later from a position of authority.

Key takeaway

A strong niche names the person, the problem and the outcome. Specific enough to be magnetic, not so narrow you starve.

Reflection questions

  1. 1Who do you actually understand better than other PTs do?
  2. 2What problem do you genuinely care about solving?
  3. 3What outcome do your best clients consistently get?
  4. 4Where might you be choosing a niche that is too broad to land?

Action task

Draft a first-version niche statement using the format: "I help [WHO] solve [PROBLEM] so they can [OUTCOME]."

Worksheet

Work through these prompts. Answers save to this device.

Answers are saved to this device only. Cloud sync coming soon.

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