Choosing markets, segments and niches
Prospecting 10 min
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Business problem
Writing to 'everyone who might buy' is the fastest way to burn out: too many companies, zero context, absurd replies. Good prospecting needs density — you have to know WHERE in your market the ideal companies are most common.
Proven method
Market selection in 4 steps:
- Segmentation — divide the market into segments by industry, size, location, model,
- Niches/verticals — pick 1-3 verticals where the pain is sharpest (e.g. 'performance agencies' instead of 'agencies'),
- TAM/SAM/SOM — estimate the total market (TAM), the addressable one (SAM) and what's reachable in 12 months (SOM),
- Attractiveness — score each niche by: market size, pain intensity, competition (the less the better), accessibility (can you find decision makers). AI generates a list of 20 niches and scores them in a table — you pick 1.
Market example
- BAD
- Unstructured prospecting without ICP filters and generic outreach to random accounts.
- GOOD
- Instead of 'the market is small companies' → segmentation gives you: 'marketing agencies of 10-30 people, Warsaw+Krakow, retainer, performance/SEO'. AI scores the niches: 'performance agencies' (market 9, pain 9, competition 5, accessibility 8) vs 'event agencies' (market 4, pain 5, competition 8, accessibility 6). You pick performance agencies: dense market, sharp pain, easy access to decision makers.
Ready-to-use prompt
You are a B2B market strategist. Context: I sell [PRODUCT] for [SEGMENT]. My ICP: [CARD SUMMARY]. Task: Generate 20 potential niches/verticals for my product, then score them: Niche | Market (1-10) | Pain (1-10) | Competition (1-10, lower is better) | Accessibility (1-10) List the top 5 and justify choosing 1 niche to start. Format: a 20-row table + 5 justification sentences.
Model rekomendowany: Claude 3.5 Sonnet / GPT-4o Copy and paste into ChatGPT, Claude or Perplexity
ALTERNATYWNE SCENARIUSZE
Variations & alternative scenarios
Geographic expansion version: score niches by company availability in a given city.
New product version: focus on niches with the sharpest pain, not the biggest.
Practical exercise
Generate a list of 10-20 niches for your product. Score each by 4 criteria. Pick 1 niche for the next 3 months and write down why.
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