N ot a m e m b e r ? J o i n at a s so c iate d h a i rp rofe s sio n a ls .c o m 27
Leading stylists share their top tips on how to
focus on what you love—and do—best
by Lisa Bakewell
Finding your niche is an important step in creating a business that makes
you happy; successfully marketing to that niche is what makes you
profitable. If happiness and profitability already coexist in your salon, bravo!
If not, or you just want to fine-tune your uniqueness, you came to the right
place! In this article, we define niche and niche marketing, show you how to
find and market to your niche, and share top tips from leading stylists.
WHAT IS A NICHE?
Merriam-Webster defines a niche as "a place, employment, status, or activity for which a person or
thing is best fitted."
1
In her book The Balance: Small Business, Susan Ward describes a niche market
as "a focused, targetable portion of a broader market in which specialized products or services can
be sold."
2
In other words, once you home in on and successfully market to your niche, you will
be providing services (and products) that meet the needs of your unique clients—needs that aren't
being met by other salons.
FINDING YOUR NICHE
So, how do you find your niche? First, identify your passions and talents. What do you enjoy doing
most? What are you good at? What sets you apart from your current competition? Are you currently
offering services no one else is offering? Write down everything unique about you and your services.
With your list in hand, use the following steps and unique niche examples to help you find your
unique talent within the beauty biz.
Carving
out a
