On to chapter 2 of ‘Book Yourself Solid’ (or modest, as I prefer) – a continuation of developing my business. In this exercise I’ve been asked to outline the characteristics of my ideal client.

Here’s where I’m at:

  • Northern, or in and around Yorkshire
  • Mid-30s to mid-40s
  • In an SME with two to roughly 20 people employed, small, independent company
  • Have a strong vision for change, with principled leaders
  • Offer something new: a disruptive service or marketplace challenger
  • Do things differently in their sector; stand apart; anti-establishment
  • Good at what they do but still exploring/testing the market
  • Like working agile, have a modest budget, certainly no marketing person, department or agency
  • Want to stand out and do something different – the right thing