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

Frequently Asked Questions

Why use 16 separate criteria instead of just picking based on gut feeling?

Because a vertical decision this important benefits from checking multiple angles, personal fit, team enjoyment, market health, existing connections, rather than relying on a single instinct that might miss important factors.

What kinds of personal fit questions are included in these 16 criteria?

Whether the client success team enjoys working with the vertical, whether there's personal enjoyment working with it, and whether it fits the broader vision for the company. These check alignment beyond just the numbers.

What market-health questions are part of this list?

Whether the vertical is relatively recession-proof, whether average business revenue exceeds $1 million, and whether the market is growing or on the rise. These assess whether the vertical itself is a sound long-term bet.

Why does having a personal, familial, or professional connection matter as a criterion?

Because existing connections or recognition within a vertical can accelerate trust and access in ways that starting completely from scratch wouldn't offer.

What happens after narrowing options using these 16 criteria?

The next step is validating that the shortlisted verticals are actually large enough to be worth targeting, a separate process covered in the following day's explanation.