For first-time small business owners, the cleaning industry is an attractive introduction into the world of entrepreneurship, even more so for those looking to establish a company from home. From windows to carpets, domestic to corporate, there are a multitude of cleaning services to choose from. However, for many self-starters, this means attempting to offer every cleaning service available under the sun.
In this article, we’re cautioning against this type of thinking, outlining all the reasons why you should consider niching your business instead. You’ll find that by focusing on one type of clean, you’ll be able to provide a better service, face less competition in your formative years, and be able market much more strategically.
You’ll Provide a Better Service
As Bruce Lee once famously put it, “I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.” Being able to focus on just one type of cleaning service will help you master the skill-set required to provide a much better service than your competitors.
For example, if you’re a carpet cleaning service, your knowledge should include handling different types of materials, the types of chemicals you would use in different situations, as well as the varying pressure settings for your steam cleaner. All of these things, you can only learn through experience. Rather than spreading yourself too thin, by focusing on just carpet cleaning, you’ll quickly establish your credibility and expertise within the industry.
Lower Barrier to Entry
The costs of starting any business can be overwhelming for those risking their life savings. The cleaning industry is no different. Marketing, hiring, and insurance are all significant costs that should be added to the budget and kept a keen eye on. However, if you’re able to provide just a single cleaning service, you can drastically reduce costs by building your equipment inventory over time. As you continue to grow and add additional services, you can purchase equipment as needed, ensuring that you’re not overextending yourself from the onset.
You’ll Face Less Competition
As a new business, your first year will have its share of challenges, least of which will be competition within your industry. You’ll likely face competition from both established companies continuing their marketing efforts as well as new companies looking to grow.
While having no competitors is a red flag indicating that a market might not exist, having just a few competitors should give you enough room for growth and still validate your idea. Strategically focusing on just one type of professional cleaning service, for example bond cleaning Sydney, will give you a significant advantage over other generic companies if you become an industry leader.
You’ll Understand Your Demographic
If you’re lucky enough to have a business coach or mentor, they’ll likely ask you, “Who is your target audience?” If you’ve done your research you should have a good idea, but if you have a niche, you should have an even better one.
Many services are tied to particular demographics. For instance, the average age of a first-time Australian home owner is 32 years old. Knowing this, you can establish personas giving you a much better idea of how you can reach your very first customers, instead of potentially following rabbit holes that could lead to marketing dead ends.
Your Marketing Will Become More Strategic
Having a strong brand carries through all marketing channels, with repetition being the key to effectiveness. From print to digital, reviews to word-of-mouth, having your cleaning company referenced in the exact same way, in every channel, will ensure that it becomes recognisable within your industry. Consistently repeating the same message or tagline will give customers an easier pathway to recommend your service to their network.
Furthermore, niching your small business will help focus any content marketing efforts. Whether you’re writing articles on the latest cleaning techniques, finding cardboard boxes for moving, or the professional services you offer, having consistent focused content on your blog will help convert readers into customers.
Final Thoughts
Taking the leap to start any business can be daunting, but with these niching tips, you’ll be able to differentiate yourself in the cleaning market. It won’t be easy, but with perseverance and dedication, we believe you’ll be able to achieve success.
