How to find your target market

Most mature adviser businesses have grown to where they are today by "catching and killing". In other words, working with as many different people as possible resulting in the all-too-common situation of having too many unprofitable clients. The segmentation work we do with clients indicates that, despite that, the most valuable clients of each business share many common characteristics. It's almost as if they have established a niche, but they just haven't realised it yet. A niche can be occupation related (such as medical professionals), age related (the over 50s), related to per...