Niche Down

The process of narrowing your target market to a more specific, defined segment, trading breadth of appeal for depth of relevance to a smaller, more profitable audience.

Counter-intuitively, niching down typically increases revenue by making marketing more targeted, reducing competition, and enabling premium pricing for specialist expertise.

A life coach "niching down" becomes "a career transition coach for women in finance moving into entrepreneurship." Her enquiries increase and her conversion rate doubles.