Niching Case Study: Ruth Schwartz

We help lesbians and queer women find, create and sustain truly happy intimate relationships.

www.consciousgirlfriend.com

#sytycn2014

Tad’s Rating:

10/10

Contest Rating:

10/10

Average Rating:

10/10

Tad’s Comments:

I have to give this a 10. You name a very clear group of people (I know whether I’m in it or not and can picture people in that group immediately). There are enough of them and there are places to find them. A very clear target market and I think you’ve spoken to a very clear craving that many of them have. My guess, and this may be implied, is that you’re likely going to be attracting women who are a little older and ready to settle down, but I wouldn’t put that out there explicitly because I think the craving is the key thing here. Of course, this could become even more refined, as target markets always can (e.g. Christian lesbians) but I totally get this. I imagine myself talking with a queer friend and her bemoaning her inability to find true love and saying, “Oh! Let me go to the album for my last niching contest!” My only wondering is the URL – which I love. ConsciousGirlfriend doesn’t immediately say “lesbian” or “queer” to me. I would personally LOVE to have a conscious girlfriend too. And that means the URL may be harder for me to remember in relationship to what it is. But these are small quibbles shadowed by the immense appreciation I feel for the beautiful work you are bringing into this world and into the hearts of all the women you serve.

Niching Contest Participant Comments:

10/10: Love it. So clear. I also love the name of your website/business: conscious girlfriend. Well done, ladies, hope you find lots of clients.

9/10: Very clear, love the website URL, too. Might suggest leaving off the “We” and simply start with “Helping lesbians . . . ”

9/10: Very clear. Hurray!

9/10: Very clear message about the women she serves, and the business name is perfect. I personally find the use of “we” too formal, unless of course there is more than one person running the business.

10/10: I give this a 10 because of it’s clarity, plus I just love this. Great Niche!!!

9/10: Very clear and admirable. Not sure about the word queer, but definitely get the point.

10/10: This is beautiful and so so clear!

9.5/10: So much about this I love. I like the word queer. I can’t think of a more inclusive yet specific term.

10/10: I like it nice and clear cant see any reason not to give it a ten!

10/10: Very clear indication of who you help and how. I am not in that market but if I were I would feel really safe and happy.

10/10: I do some of this work, too, and am glad to see that you are as well — love Relationships need all the help they can get! And the domain name is great, too — so much IS about being conscious!

My only comment is concerned with strengthening the niche. As you say at the end of your home page why would anyone want to be in a support group with people who are not part of the lesbian community and having to endure those who don’t get it? The exclusiveness is a real plus! That should be more out front in my opinion.

I’m put off with the word queer also . . . it has the wrong connotation in this day and age. Love the website name however.

9/10: I love it, it feels so free and inviting. Just the word “queer” to me has negative connotation?

10/10: Terrific. Clear as a bell.

10/10: I like how clear this is and the segmenting of the “find, create and sustain” parts of it.

Ruth Schwartz’s Reflections:

n/a

The Revised Niche:

n/a