A lot of the latest literature emphasizes on how a startup should find his/her niche. How to find this small segment of the market that will bring ample riches!

In the process of finding this elusive niche most startups are going through an intense journey of introspection. They analyse their passions. What do they like, what do they hate? They analyse their motives. Why do they want to work in a specific sector? They estimate how much money they will be earning, if they choose one niche over another. Would a six figure salary be enough? And yet, they miss the point.

The point is not what you want to achieve! The point is what the customer wants to achieve! You may make a long list of wishes. You may visualise in detail the life you would like to lead in the future.

You may try to describe your client from toes to head but, in this case, the client will probably look exactly like you. If you are a young vibrant woman who wants to become a health and fitness coach, your future customer will be female, young and into health issues. I can assure you, though, that the market in that respect may be extremely limited. You should be looking into a market full of unhealthy, middle aged and obese people, instead. If the description of your client is close to a description of yourself, you already missed the point.

So, instead of trying to find your wants, wishes and hopes, you should focus on the customers’ needs, aspirations and problems. Especially the latter, the problems, are a good indication of where your business should be going. After all, entrepreneurship is all about contributing to society, bringing forward innovative solutions, making the world a better place. I may sound idealistic (probably because I am) but in actual fact this type of idealism can actually fill your bank account pretty fast.

So, your first action should be to get into your potential customer’s shoes. What is the problem they are trying to solve? Get into the situation, experience it and then try to find the right solution for them.

Ideally, you will not insist on one solution. Instead, you will try several avenues before you choose to follow one of them, the most effective for both the client and your business.

While you are in the process of finding the right solution to the problem, you will be in the best possible place to meet your customer and get to know him/ her intimately. Find out more about his/ her characteristics, lifestyle, hobbies, choice of residence, choice of transportation, age, thoughts, aspirations, style… anything that is related to the problem you are trying to tackle.

Once the profile of your ideal client is set, then you are ready to look for them online and offline. Try to find them in blogs, facebook, twitter and google+. You can find several courses on how to use social media to get customers here. Locate them in networking meetings, cafes or the local pub. You will recognise them easily and readily. For example, if you in the business of selling headphones, you just need to look for people who are wearing headphones in the street. It is as simple as that!

The features of your ideal client may change as your business develops into a more concrete model. Every change you make should move you one step forward to achieve your own goals and objectives. So, enjoy your meetings and connections and keep an open mind about your ideal customer.


If you have problems finding your ideal client, send us a message or buy one of our coaching packages and we will help you locate him/ her.