Be specific; you cannot do business with everybody.

Be specific on who you want to do business with.

Written by: Suleiman Ndoro Jnr (Dr Audi)

CEO: The Muslim Media

Who do you want to do business with?

Having a business idea is not enough, you need to figure out your market. Your market can't be everyone.

No business- particularly a small one- can be all things to all people.

The more narrowly you can define your target market, the better. This process is known as creating a niche.

The smaller the niche, the better. As we say in the business world, "smaller is bigger in business."

A market analysis is very important when you want to start a business. This helps you in knowing who exactly is your customer.

 The first step in creating a niche is to make a wishlist of whom you want to do business with and you ought to be as specific as you can.

For instance, if you want to sell female clothes, don't target all ladies. 

No. Target 25-40-year-old ladies living in middle-class families living in Mombasa who are employed and can afford to pay Kshs 2000 for your summer dresses.


If your market is the business market, that is "B2B" sales (Business to business), don't just target all businesses.

E.g If you are selling lab coats to hospitals, target small clinics in Thika providing outpatient and inpatient services that have a bed capacity of like 10 patients.

The message to take home is to have specific customers you want to do business with.



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