Lesson 3. Stop niching your market, start niching your service

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Build a service like SaaS

This is all about turning your service into a SaaS-like product: one repeatable workflow, a clear outcome, a reliable timeline, and a set price. Clients buy faster when what you sell feels like a product, not just rented hours.

As we’ve discussed, clients don’t pay you for time — they pay you for transformation. The question is: who should you sell that transformation to?

Why your market matters

Not every client is a fit for a productized service. Some want endless customization. They’ll fight you on scope, pricing, and timelines.

The best clients are the ones who:

• Feel urgent pain, like losing customers, high churn, or messy operations
• Want the problem solved quickly
• And are willing to pay for certainty

When someone feels that kind of pain and sees you standing there with a clear outcome, a fixed timeline, and a price, you become the obvious choice.

There’s another reason to be picky about your market: supply and demand. Broad, vague services are oversaturated. If you just say “I do design” or “I do marketing,” you’re competing with thousands of freelancers on Fiverr. The only way to win that game is to lower your price — and that’s a race to the bottom.

But if your service is specific, urgent, and hard to find elsewhere, you can charge more. And when your service has a clear deliverable, timeline, and price, it feels like a product. That’s what clients want to buy.

Niche your service, not just your client

Most advice says to pick a niche client: startups, agencies, e-commerce shops. That can work, but there’s a smarter way. Instead of niching by who you serve, niche by what you do.

For example:

• Instead of “I do UX for startups,” say:
• “I run a 7-day UX audit with prioritized recommendations.”

The client type can be broad — startup, enterprise, or agency — but the service is razor sharp. When your workflow is this specific, the right clients recognize themselves in it instantly.

Story: Alex niches his service

One of our students, Alex, was a project manager who used to offer “help with operations.” Nobody understood what that meant. Clients ignored him.

Then Alex productized his work. He created a workflow called The 14-day team reset. It promised one outcome: in two weeks your backlog will be cleaned, your priorities reset, and your team will be running on a clear system.

Now it was obvious who needed him: stressed founders, agency leads, and department heads drowning in chaos. By niching his service, Alex attracted better clients without locking himself into one industry.

Why clients say yes faster

Clients want clarity. If you tell them “I do operations,” they don’t know if that solves their problem. If you tell them “In 14 days your backlog will be clean and your team will have a working system,” they get it instantly.

This is why productizing works. A workflow is a repeatable process with a fixed outcome, timeline, and price. That clarity reduces hesitation, builds trust, and connects directly to the client’s pain.

Quick reflection

Think of one past client who was clearly struggling — maybe they were losing customers, missing deadlines, or drowning in complexity. Which reaction do you think they would’ve had if you’d shown up with a simple, specific service designed to fix that pain?

A) Ignore you

B) Hire you on the spot

The answer is obvious — and that’s why niching your service works.

Next Lesson: Next, we’ll talk about bundling: how to combine your steps, tools, and bonuses into an offer that feels irresistible. That’s where your productized service really comes to life.