Niching Case Study: Janet Matthies

Five Element Fitness
Asian Inspired ~ Western Techniques
for Proactive, Dedicated, Open-Minded, Individuals

infinitybodywork.com

#sytycn2014

Tad’s Rating:

7/10

Contest Rating:

7/10

Average Rating:

7/10

Tad’s Comments:

I’m going to give this a 9. This feels really clear for me. This is an example of picking a specific target market (those with cancer) and then offering them a very specific thing (e.g. helping them see how food sensitivities may be hampering their healing despite their best efforts). So, your ideal clients are clearly going to be those with cancer who are open to this type of thing or, even better, craving to learn about just this thing.

To make it a 10, I’d love to see it worded a bit more clearly with a bit more punch to it. For example: “I help those with cancer identify and eliminate any foods that could be making the disease worse due to undiagnosed intolerances and allergies.”

The other piece I’m curious about is the “when.” When is the perfect moment for you to show up? Is it when they’ve been diagnosed? During chemo? After? Maybe all? But wondering if there’s a perfect moment for you.

Thank you so much for bringing this vital, missing piece of the conversation forward.

Niching Contest Participant Comments:

My impression is you’re trying to get more specific on what you do/offer instead of whose problem you can solve. What if you shift focus slightly onto what fitness problem are you solving and who is having this problem? (eg former high end athletes who want to feel good about themselves again by performing at the same level as before.)

8/10: I so want to like this more! I have the inkling I’m your target audience, and yet I’m not going “wooooo!” What’s in it for me other than “fitness?” I could get that with Pilates or Yoga.

5/10: It’s quite broad. I’m not sure what you’re offering. Are you a fitness trainer? Body work – reiki, massage, body talk, energy work? I’m a bit confused as to what you do. I think it helps to name a problem and outcome that you help them achieve because “proactive, dedicated, open-minded individuals” is still quite broad. I couldn’t think of someone specific to send you. I sense that you probably do something really awesome, but it’s unclear? Rather than focus on technique and philosophy (because I think your client cares less about “how” you’re going to help them and that you can help them with a problem they have and achieve a result that they want. Think WHO (specific problem or pain) and WHAT you do for them (happy outcome). Love the approach overall (in terms of philosophy) colors, presentation and graphics are very appealing.

7/10: I read this as an alternative exercise programme and I don’t know what that looks like, but I’m interested.

I’m intrigued. . . Intrigued enough that I’d probably drag along my acupuncture friend to chat with you if you were local to me. But I’m not sure (without that chat) who I would send to you.

5/10: Again, is this yoga, tai chi?

8/10: Even if I’m not clear about the kind of exercises it gives me a sense of direction.

Sounds interesting. I would love to know more about what you are doing and what this may look like. Within the constraints I might take out a couple of the “who” words on the bottom and replace with more “what” words.

Don’t most people consider themselves to be dedicated, open-minded and proactive? I’d want to know about the methods, what makes those special. Perhaps “for 40+age group?” Also would like to know the benefits – relaxing? More flexibility? Get rid of aches? Infinity sounds good, but I don’t quite get it?

Intriguing but unclear. “Open-minded” kind of threw me, because it seemed out of context.

Janet Matthies’ Reflections:

n/a

The Revised Niche:

n/a