Fractional Fridays

Fractional Fridays

Share this post

Fractional Fridays
Fractional Fridays
Finding My Niche

Finding My Niche

How narrowing my focus opened more doors.

Meghan Hardy's avatar
Meghan Hardy
Sep 20, 2024
∙ Paid
1

Share this post

Fractional Fridays
Fractional Fridays
Finding My Niche
1
Share

Happy Friday, friends!

I’ve had so many conversations about finding your niche lately. And while I have a very defined niche now, that wasn’t always the case. In fact, during the first few years of building my business, I was pretty resistant to the idea of niching down, mainly because I worried I’d be leaving opportunities on the table.

But finding my niche has actually had the opposite effect - it’s helped attract clients who are a great fit for me. Here’s how:

  • My network can easily refer work my way because they know exactly what I do and who I serve.

  • Leads find me on LinkedIn through a profile and posts that speak directly to their needs.

  • I have hyper-relevant case studies that illustrate the value I can bring to prospective clients.

So let’s talk about how I got here. And if you know me, you probably won’t be surprised to hear that it was a bit of a winding path.

A Bit of Background

Before launching my business, I spent the majority of my career marketing consumer products and consumer tech in the ecommerce space, and knew I wanted to continue on that path. Reading this book about nine months before launching my business helped me further clarify where I wanted to go next.

Years 1 & 2: Testing the Waters

If you’ve been following along for a while, you know that I started my business without a real plan in place. I’d left my marketing role at Amazon a few months prior, took on a few freelance projects to extend my time off, and quickly realized I could make this a full-time thing.

I found that there were a lot of small consumer products businesses that needed help launching and growing on Amazon, and with four years of in-house experience at Amazon sitting at the top of my resume, that was easy work to go after.

So I’d stumbled into a niche, but I didn’t find the work particularly interesting. Plus, the small businesses I was working with also had small budgets, so I had to take on many clients at once to make it work financially, and I had no interest in building my business into an agency.

I also took on a few marketing strategy projects during this timeframe, and that work was much more interesting to me. But again, it was for small businesses with small budgets. 🫠

Year 3: Starting to Pivot

This post is for paid subscribers

Already a paid subscriber? Sign in
© 2025 Meghan Hardy
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture

Share