Choosing Your Profitable Vertical

Zeroing in on a singular vertical market to dominate?

Consider these important criteria to identify your perfect fit:

• Revenue: How much does the average business in the vertical earn?

• Community: Does the vertical have a close-knit community?

• Industry Language: Does the vertical have its own 'secret handshake,' acronyms, and insider sayings?

• Market Growth: Is the industry on the rise?

• Professional Requirements: Does operating in this field require certifications, licenses, or degrees?

• Associations and Conferences: Are there associations and conferences for this vertical?

• Personal or Familial Connection:  Is there a personal or family thread weaving through this vertical for you?

• Professional Connection: Do you have a Rolodex of contacts or a resume that gives you access to this industry?

• Brand Recognition: Does your agency already have street cred in this space?

These criteria are your compass.

There are countless others, but use these to chart your course to the vertical that’s right for you.

CQ

Frequently Asked Questions

Why does average business revenue in a vertical matter as a selection criterion?

Because it directly affects pricing potential and long-term viability. A vertical where the average business earns too little limits how much an agency can realistically charge for its services.

Why does a close-knit community within a vertical matter for specialization?

Because tight communities spread word of mouth faster and more reliably. A fragmented, disconnected industry doesn't offer the same referral and reputation-building opportunities.

Why does insider language matter when evaluating a potential vertical?

Because industries with their own acronyms and sayings offer a clear way to demonstrate specialization through speaking their language, something a more generic industry wouldn't provide as distinctly.

Why do personal or professional connections matter as much as market data?

Because existing relationships or a resume that opens doors can significantly speed up trust-building and access within a vertical, something that would otherwise take years to develop from scratch.

How should someone actually use these 9 criteria together?

As a compass, not a rigid checklist. No single criterion determines fit alone, but together they help chart a path toward the vertical most aligned with both market opportunity and personal advantage.