The challenge of starting a business is more than just finding customers. You also need to find the economic balance between specialization and a wide range of offerings. In this guide, you will learn how to optimally shape your positioning to maximize the number of your orders while being perceived as an expert in your field.
Key Insights
- A high level of specialization can lead to fewer orders but a stronger perception as an expert.
- An overly broad offering can dilute your perception as a specialist and increase competition.
- The balance between these two poles is crucial for your economic success.
Step by Step to Optimal Positioning
1. Understand the Market
Before you position yourself, it's important to analyze the overall market. Identify where your skills lie and who your competitors are. This can help you make an informed decision about which specific services you want to offer. Imagine you see the entire market for your industry in front of you – the potential orders and the outstanding areas of specialization.
2. Determine Your Specialization
Specialization is a double-edged sword. Choose a field in which you are knowledgeable and focus on it. The more you concentrate on a specific topic, the more you will be perceived as an expert. However, you must be aware of the potential limitations that this specialization can bring. For example, if you only work in the area of PHP development, it automatically limits the number of your orders.
3. Analyze the Competition
Look at who is active in your area of specialization. Are there already many providers? What services do they offer? Understand where your strengths lie and how you can differentiate yourself from these offerings. A detailed analysis of the competition will help you to significantly strengthen your own position.
4. Find the Balance
The key is to find a balance. Too much specialization means that you are working in a small market segment, which can drastically reduce the number of available orders. On the other hand, an overly broad offering causes you to lose your identity and get lost in a sea of providers. Carefully consider where you want to draw your line.
5. Continuous Adjustment of Positioning
The demands of the market are constantly changing. Your positioning is not a one-time process but should be regularly reviewed and adjusted. Take time for regular market analyses to ensure that your services are still in demand. This way, you are flexible and can quickly respond to changes.
Summary – The Balance Between Specialization and Orders for Self-Employed
A well-thought-out positioning in your business environment is essential to being perceived as an expert while also being able to acquire enough orders. The art lies in finding the right measure – between specialization and a wide offering. You must be willing to regularly review and adjust your positioning to stay on top.
Frequently Asked Questions
What is the advantage of specialization?One advantage is that you are perceived as an expert and can stand out from the competition.
How do I find the right balance between specialist and generalist?Analyze the market and your competition, and regularly check the demand for your services.
How often should I review my positioning?It is recommended to do this at least once a year or when significant market changes occur.
What should I do if I notice that my specialty is no longer appealing?Consider whether you want to adjust or expand your services to meet new trends and demands.
