4 ms·

I wonder if anyone has niched down not into a vertical, but into a demographic. For example a lot of my clients are religious CEO's. And I'm contemplating just

I wonder if anyone has niched down not into a vertical, but into a demographic. For example a lot of my clients are religious CEO's. And I'm contemplating just trying to niche into that demographic as opposed to an actual industry or vertical.

tluyben2 4y ago
I had this experience early on (1998 around) when I accidentally stumbled on a rich client who was very religious and introduced us to his church where almost all men were rich business guys (only ceo's, investors and their families etc). It was a great niche money wise, but as my co-founders and myself were (and are) atheists, we really couldn't work with them as they continuesly mixed religion with business and we cut ties after a few projects. But it is a good idea I think if you can get into a large (enough) group of a certain demographic that doesn't bite (too much?) with your own beliefs and values.
- mrcheesebreeze 4y ago
  also if you are in one of those demographics it can be even better. you would have a level of rapport inherently with those people and can make those connections even easier.
  - solidgiant 4y ago
    Yes agreed. I've seen this work well countless times over the last 15 years in business. Which is what is leading me to do more of it.
- lurkervizzle 4y ago
  Think this is a great reinforcement of also requiring a guiding mission to what you do - otherwise it won't feel authentic. So if your niche is for example custom IT security services for religious, well off business folks, if you don't align and empathize with that niche (e.g., you're an atheist), even if it's a monetary opportunity, you're going to feel dissonance. At a broader level, this is why I think aligning with your company's mission helps when people can do that vs. taking a more agnostic approach to where you work.
lupire 4y ago
How so? Religious marketing for business services? Or providing a service that religious CEOs need?
- solidgiant 4y ago
  I'd be providing a service that religious CEO's need.
  - 0ff 4y ago
    Indulgences?
  - holler 4y ago
    Curious how you ended up with that demographic?
ericmcer 4y ago
Isn't doing business with people of the same faith a tens of thousands of years old practice? It would be hard to pull this off without embracing similar faiths.
- hcho 4y ago
  Some say it's the reason religions pop up.
crftr 4y ago
Sounds a lot like establishing a lifestyle brand. And yes, it works.
caminante 4y ago
> For example a lot of my clients are religious CEO's. And I'm contemplating just trying to niche into that demographic as opposed to an actual industry or vertical. "as opposed to" doesn't make sense as I don't think you can avoid "an actual industry" There is definitely sub-differentiation within each industry that cater to religious principals. Look at ESG finance, which has existed and persisted in the pre-modern sense, e.g. plenty of money managers that claim differentiation by investing in firms that screen out obvious vices or work around lending restrictions in the Koran.
petewailes 4y ago
Every successful company. Segmentation, targeting and positioning 101.

tluyben2 4y ago

I had this experience early on (1998 around) when I accidentally stumbled on a rich client who was very religious and introduced us to his church where almost all men were rich business guys (only ceo's, investors and their families etc). It was a great niche money wise, but as my co-founders and myself were (and are) atheists, we really couldn't work with them as they continuesly mixed religion with business and we cut ties after a few projects. But it is a good idea I think if you can get into a large (enough) group of a certain demographic that doesn't bite (too much?) with your own beliefs and values.

mrcheesebreeze 4y ago
also if you are in one of those demographics it can be even better. you would have a level of rapport inherently with those people and can make those connections even easier.
- solidgiant 4y ago
  Yes agreed. I've seen this work well countless times over the last 15 years in business. Which is what is leading me to do more of it.
lurkervizzle 4y ago
Think this is a great reinforcement of also requiring a guiding mission to what you do - otherwise it won't feel authentic. So if your niche is for example custom IT security services for religious, well off business folks, if you don't align and empathize with that niche (e.g., you're an atheist), even if it's a monetary opportunity, you're going to feel dissonance. At a broader level, this is why I think aligning with your company's mission helps when people can do that vs. taking a more agnostic approach to where you work.

lupire 4y ago

How so? Religious marketing for business services? Or providing a service that religious CEOs need?

solidgiant 4y ago
I'd be providing a service that religious CEO's need.
- 0ff 4y ago
  Indulgences?
- holler 4y ago
  Curious how you ended up with that demographic?

ericmcer 4y ago

Isn't doing business with people of the same faith a tens of thousands of years old practice? It would be hard to pull this off without embracing similar faiths.

hcho 4y ago
Some say it's the reason religions pop up.

crftr 4y ago

Sounds a lot like establishing a lifestyle brand. And yes, it works.

caminante 4y ago

> For example a lot of my clients are religious CEO's. And I'm contemplating just trying to niche into that demographic as opposed to an actual industry or vertical. "as opposed to" doesn't make sense as I don't think you can avoid "an actual industry" There is definitely sub-differentiation within each industry that cater to religious principals. Look at ESG finance, which has existed and persisted in the pre-modern sense, e.g. plenty of money managers that claim differentiation by investing in firms that screen out obvious vices or work around lending restrictions in the Koran.

petewailes 4y ago

Every successful company. Segmentation, targeting and positioning 101.