4 things to prove out before narrowing

Every agency founder I meet with knows which client vertical they want to focus on. 

And they're usually right.

But, before pulling the trigger, it pays to prove out these 4 things: 

1. Do we really like working with this segment? (don't downplay this one)

2. Do the existing client metrics for this segment line up? (retention, revenue, etc.)

3. Is the segment's market large enough to justify targeting? (the more businesses, the better)

4. Can the typical business in this vertical afford our fees? (look at their average revenue)

Knowing this in advance will CUT poor-fit verticals and wasted time.

CQ