Niching Case Study: Michael Moon

Tad’s Comments:

Michael! This is a solid 8. I could see a small rewording of “CD’s and live performances of transformational music to support spiritual seekers in going deeper in their healing journey.”

But this is an interesting one because this (and most arts) are niches based on “what” is being offered. In the arts, you create something and then offer it out. It’s the opposite of the “business path” which is to start not with the “what” but the “who.” In business we look out into the marketplace to find an underserved target market with a particular problem and then we design a product for them. 

In your case, your ideal client will be someone who loves your music. Period. If they don’t love it – they’re not an ideal client. The tricky part about this is that there won’t just be one group of people who love your music. There will be so many. What you’ve named here is actually an extraordinarily good articulation of what likely is most common to them all. But you’ll have yogis, holistic practitioners, shamanic practitioners, meditators etc. And people who don’t fit that vibe at all. 

When you’re doing the business approach, you know the “who” clearly, but you’re just guessing at what they might want as a product or service. When you’re on the “artist path” you’re really clear what you’re offering but you’re just guessing at who might like it. 

Nice work.