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Working out your niche is about making it easier for you to market your business to the right people. Rachel Klaver is a marketing strategist, specialising in lead generation and content marketing. OPINION: One of the hardest parts of marketing is taking time to really define who you are selling to, what you are selling them, and why they need it. For a retailer the options are often easier, depending on what sort of shop you have. But for service providers, working on this type of narrowing can cause an attack of the “what ifs?” to come on. What if you decide you work with people over 40, but then you work with someone who is 35? Or worse, in their 20’s? Does this mean you need to change your niche? Or perhaps you work mainly on renovations, but you then have someone ask you to work on a new build? Do you need to add more options to your marketing? Do you need to change what you say? Working out your niche is about making it easier for you to market your business to the ri...

Being an entrepreneur is not for the faint of heart. It can be challenging and downright grueling. But at the same time, it can be gratifying and fulfilling. Besides being your own boss, some of the most impactful takeaways from the entrepreneurial journey are the lessons learned and the resiliency that comes with relentlessly pursuing a passion.  CONSTELLATION BRANDS, INC.  With that said, let 2020 be the year that offered perspective, ignited passions, taught us countless business tricks, and forced us to show the strength we never knew we had. While hindsight is, in fact, 2020, here are some tips for business in 2021 and what small business owners and entrepreneurs learned during a year that challenged us and changed us.  1. Agility is essential  While one of the most overused words in business in 2020 is "pivot," its frequency demonstrates how important it is to change direction and adapt while keeping your business goals in sight. Layer on the ability to do t...