Niching Case Study: Nana Jokura

I help stressed mothers and entrepreneurs wth sleep, energy and digestion so they can make a meaningful contribution.

acceptwellness.com

#sytycn2014

Tad’s Rating:

5/10

Contest Rating:

8/10

Average Rating:

6.5/10

Tad’s Comments:

Right now this is a 5 to me.

Part of what’s confusing is the “who.” You’ve named two very different groups. Mothers and entrepreneurs. If you combined them into “mompreneurs” then boom! I’d immediately get it. But when you name two seemingly unrelated groups like this it kind of makes my brain grind to a halt as I try to hold two very different things simultaneously.

The problems you’re addressing: sleep, energy and digestion. I assume you mean that you’re having trouble sleeping, are lacking energy and having some sort of digestion issues.

Any one of those could be a brilliant focus, but all three of them feels confusing. I don’t get the connection. If it was something like, “I help mompreneurs who feels brutally exhausted all day because of the demands of their business and family get the best sleep of their life and wake up energized and alive” or something, I’d get it.

The digestion one is a great example of niching based on diagnosis. It’s an umbrella label for what you believe to be going on under the surface of their issues. After all, digestive issues can show up in hundreds of ways. It’s the cause not the symptom. And, in marketing, we want to focus on the symptoms. So, how do these people know they have digestive issues? Or do they even know? What is it that they are experiencing that they want to solve desperately that you believe to be caused by digestive issues?

The result you’re offering: helping them make a more meaningful contribution. This feels very generic. After all, every human wants to offer this to the world. This is a human need, not a particular craving of a particular group. This often happens when the “who” isn’t clear. When we aren’t crystal clear on who we’re trying to reach (and haven’t decided on a very particular offer) we’re often left with a very broad offer that appeals to everyone at a shallow level but no one at a deep level.

I’d love to see what you might come up with in a second kick at the can.

Niching Contest Participant Comments:

7/10: I actually love the meaningful contribution part. I’d love if the target market was a bit more narrow, like moms who are also striving to be entrepreneurs or something. Sleep energy and digestion are things a lot of moms struggle with but I’m not sure everyone would “get that” and how it affects their ability to contribute.

I agree with comments above and want you to choose moms or entreprenuers or both and see what happens.

8.5/10: I would give this an 8.5. I like the stressed mothers part and I am clear about the digestion and sleep. I am a little unclear about what is meant by “meaningful contribution” and how this ties into digestion.

9/10: Hmm “meaningful contribution” sounds odd, but I think it might just be brilliant. It makes me think your perfect clients already have “make the world a better place” as a major orientation in their life, and they’d hear “meaningful contribution” like a siren call.

8/10: I would give it an 8 and I can relate to them needing sleep energy and digestion. (I have two daughters with young families who are always feeling energy and sleep deprived so I can really relate to what you say) the meaningful contribution sounded to me that it was to their children’s health and happiness but that could be a bit more specific .

7/10: Pretty good but not quite compelling mostly due to reasons already stated. Feels a bit like a list to me of things that don’t quite relate but good start.

I wonder if replacing “with” with “improve” might make this smoother?

The “meaningful contribution” is not clear enough as a result.

6/10: I’m confused why you’re addressing both moms and entrepreneurs at the same time. They have totally different needs and interests. Because I am an ND as well, I understand the connection between sleep, energy and digestion. But I think most of your audience is going to see the word digestion and they’ll be very confused. As a mom, I don’t just want to make a “meaningful contribution.” It’s been a long time since I had a little one, but. . . I can imagine a client saying to you, “I just want to have energy to play with my baby.” Can you change the wording to convey that outcome?

Nana Jokura’s Reflections:

n/a

The Revised Niche:

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