Niching Case Study: Umang Goel

Tad’s Comments:

Right now this is a very solid 6. 

I love the “who” you’ve identified. Women who take care of everyone but their own self. That’s broad, of course, but I get it. I’d give that a solid 8.

That you name yoga is a 10. Super clear. I get it. Of course, that could even be refined into the type of yoga but I get it. 

Where I feel this could use work is in the result you’re offering: the ability to lead pain and stress free life through yoga.

What confuses me here is “pain.” Where did that come from? How is it connected to women who take care of others but not themselves? And what kind of pain? 

Stress feels much more on point – but also a generic choice of words. After all, everyone on this planet is stressed sometimes and many people are stressed all the time. So, that’s a given to me. 

My big question is this: what kind of stress? What are the symptoms of this stress for this particular group? And what are these women craving more than anything? What do they yearn for? How would they word it? My guess is that there’s a way to articulate this with more oomph and resonance than just “to lead a pain and stress free life.” 

And it lifts up an important conversation about being clear about what we’re offering. An offer is a promise – and can you promise them a stress free life? Is that even what they’re craving? Or are they craving support? Or maybe just a safe haven occasionally to recharge?

I want to invite you to keep sitting with this and digging into it. There’s something so wonderful here that is so deeply needed in the world. Thank you for offering it and attempting to cram it into a ridiculous 120 characters.