16 criteria to help choose a vertical

In Chapter 5 of my book "Anyone, Not Everyone," I provide readers with 16 criteria to help them refine and prioritize their potential target verticals.

Here they are. Feel free to try them on.

• Does our client success team like helping clients in this vertical?

• Do I like working with this vertical?

• Does this vertical fit with my vision for the company?

• Does this vertical fit with our existing expertise?

• Do we have a competitive advantage in this vertical?

• Is our agency uniquely positioned within the vertical?

• Is this vertical relatively recession-proof?

• Is the average revenue for businesses greater than $1 million?

• Is there a close-knit community?

• Is there industry jargon?

• Is the market growing or on the rise?

• Are professional requirements needed?

• Are there multiple associations and conferences?

• Do we have a personal or familial connection?

• Do we have a professional connection?

• Do we have existing recognition in the vertical?

After this step, we validate their verticals are large enough to even bother targeting. More on how to do this tomorrow!

CQ