Niching Case Study: Derik Eselius

I help women to discover themselves more fully through yoga practice and teach them how to share yoga with others.

axisyoga.net

#sytycn2014

Tad’s Rating:

5/10

Contest Rating:

8/10

Average Rating:

6.5/10

Tad’s Comments:

Derik! First of all hello! It’s been so many years! Wow.

Let’s get down to business.

I’d give this a 5 right now. It actually seems like two different pieces put together that might work better separately.

The first part for me is: “I help women to discover themselves more fully through yoga practice.” That’s a bit vague but it’s a solid foundation to work with.

The second part: “I teach them how to share yoga with others.” This feels like a very different thing and not totally clear. My guess is that you mean you offer yoga teacher trainings and help them become yoga teachers.

Two different things. I could see you focusing on either one and having the other be implied.

For example:

“I help women become profitable yoga teachers and discover themselves in the process.”

“Many women feel drawn to yoga and keep meaning to develop a practice or deepen what they have – I help them do that.”

To dig in a bit deeper: “discover themselves.” Is this a result they’re craving or a result you think they need? Are they falling asleep at night saying, “if only I could discover myself?” I wonder if this is how they would articulate it themselves.

The other result you offer is teaching them how to “share yoga.” But are they craving that? This phrase confuses me a bit. Do you help them become a yoga teacher? Or learn how to evangelize about it with pamphlets? Learn how to talk about it more with their Christian family who’s all suspicious? Why are they struggling with sharing it? Why do they want to share it?

Good to see you again.

Niching Contest Participant Comments:

8/10: Hi Derik, I would leave out the word “to” after “women” and I like how you’re clear is saying that you want to work with women, and you say so, and that you also want to empower them to share/teach it to others, and you are clear on that, too.

8/10: I like the overall message. It doesn’t quite grab me though. How do I know that I am in need of discovering myself? When you write about “sharing yoga with others”, does that mean that I’d be able to teach/lead yoga classes? Are these all women? Or a specific subset? Eg women who are inflexible? Women who are insecure about themselves?

Derik Eselius’ Reflections:

n/a

The Revised Niche:

n/a