Carv­ing Out Your Niche

Find­ing a spe­cial­iza­tion you love is key to de­vel­op­ing a sus­tain­able — and en­joy­able — busi­ness for your­self. By Martin Gre­bing.

Animation Magazine - - Opportunities - By Martin Gre­bing

Now that you’ve com­mit­ted to start­ing your own an­i­ma­tion busi­ness and have bud­geted your six- to 12-month ram­pup pe­riod (as dis­cussed last time), per­haps the sin­gle most im­por­tant item re­mains. All as­pects of your busi­ness will stem from one soli­tary con­cept: your niche.

Your niche is what sep­a­rates you from ev­ery­one else. Your mar­ket­ing ef­forts, tar­get clients, web site, busi­ness cards, iden­tity and en­tire busi­ness model should be based solely on your niche.

When you are well niched, you are very tightly fo­cused. What you have to of­fer is per­ceived as spe­cial and unique, if not the only game in town. Your niche dis­tin­guishes you from ev­ery­one else.

It’s never a good idea to try to be all things to all peo­ple. This ap­proach con­fuses your client base and only suc­ceeds in lump­ing you in with ev­ery other ser­vice provider clam­or­ing for scraps. Gen­er­al­iz­ing can make you vir­tu­ally in­vis­i­ble when the goal is to stand out. A jackof-all-trades and mas­ter of none never made any­one very suc­cess­ful.

If at all pos­si­ble, try to carve out your niche with as much con­sid­er­a­tion given to your per­sonal pref­er­ences as your busi­ness con­sid­er­a­tions. Know­ing that you will be spend­ing your wak­ing hours for the next X-num­ber of years Your niche is what sep­a­rates you from ev­ery­one else. Your mar­ket­ing ef­forts, tar­get clients, web site, busi­ness cards, iden­tity and en­tire

busi­ness model should be based solely on your niche.

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