If you are looking to reposition your agency and potentially niche into a sector, service or both, then there’s multiple factors at play here. 

Some of this will be driven by data, some by gut feel.

Maybe you’ve worked on a few projects in a sector that you’re all excited about? You can see the opportunity but it feels a bit scary, or you’re worried about lack of diversity.

Or maybe there’s a particular service that you deliver exceptional results in, is highly profitable and you can hire the best people in for.

Here are the questions I’d be asking myself and the places I’d be looking for the data:

• Does your positioning articulate the unique benefits of working with you, what only you can deliver and what the client benefits are?
• What does your pipeline look like?
• Are you attracting the kind of clients you really want to be working with?
• Do they fit with your vision / values?
• Are they profitable?
• Do you love what you do and for who currently?
• Where do you deliver the best results to your clients?
• What service, how profitable is it?
• What internal / external resource do you have to deliver it?

Niching is always going to be easier to do when you’re smaller and slightly less established – mainly as mid-weight to larger agencies would have bigger overheads, legacy clients that may not take kindly to the shift in focus, a board to sell the idea into, a team that might not all be onboard with the idea etc.

It’s not impossible to do later, my agency niched after about 14 years. But the sooner you do it, the less baggage you need to unpick and more agility you’ll have.

It’s going to take a good 18months + to really make a dent in a niche, so how will you sustain the pipeline in the meantime as you start to say ‘no’ to projects?

All achievable with the right strategy in place. Want to find out how? Book a call with me.