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The Niching Conundrum

Cash Up ~ Confusion Down

One of the biggest show stopping dynamics I see in building, growing and scaling an Equine Assisted Business is the "WHO to serve" conundrum. 

If you are an Equine Assisted Practitioner, you are gifted in that you have a lot of tools in the bag to support the transformation of others. To begin with, the horses are the“nuclear bomb” of sorts to squelching incongruency and dissonance within humans. Usually, the Equine Assisted Practitioner has other tools and methods to help humans to boot so logically, a larger audience can be served.  

To top things off, Equine Assisted Practitioners have a huge heart for people and horses so the more they can help, the better…right? 

What if you discovered that the more narrow your niche, meaning the more specific an audience you serve, meant that you actually serve MORE people and made MORE money?  

Would it be okay if connecting with your ideal clients got easier? 

When it comes to choosing a niche, most think of the niche as a demographic. You know, something like – I serve women, over 40. That is ademographic. A niche is clearly defined like this:   

The people you serve 

The situationally specific problem you help them solve  


Your specially branded process or journey you take them through to solve that problem.   

Boom – THAT is your niche. 

The tendency is to try to serve the entire human herd on the planet because after all, EVERYONE could use some Equine Assisted work. You will never get an argument out of me on that one. You can read the front page of any newspaper and wish the horses were running things around here.