In the fast-paced world of Government Contracting (GovCon), finding, and evolving your niche is not just a strategy – it’s a necessity. As an entrepreneur who transitioned from an Information Security Specialist in the Air Force to founding ICS in the ’90s, I’ve navigated this journey firsthand. Let me share the pivotal steps that can turn your GovCon startup into a thriving enterprise.
1. Start Hyper-Focused When ICS began, our focus was razor-sharp and built around my personal skills as employee number 1: providing security services (nearly unheard of at the time) like risk assessments and pen tests to specific sectors – Banks, Hospitals, Insurance Companies. This hyper-focused approach is vital for startups. Why? Because it allows you to leverage your unique skills and carve out a distinct space in a crowded market. Your expertise becomes your identity, making your services indispensable to your chosen niche.
2. Evolve Your Niche as You Grow Your business, like any living entity, will evolve. ICS transformed from a security service provider into a systems integrator. This evolution meant bringing together various companies with technical niches to tackle complex government challenges. As your business grows, so should your niche. It’s not about abandoning your original focus but expanding it to encompass broader possibilities and opportunities.
3. Craft a Compelling Value Proposition For technical services companies, articulating a clear value proposition can be challenging. Focus on what sets your product, service, or platform apart. At ICS, our evolution led us to a value proposition centered on delivering predictable results, on time and within budget. This promise is not just a statement; it’s a commitment to excellence and reliability, traits highly valued in the GovCon sector.
4. Offer a Guarantee – Flexibility Within Boundaries A guarantee in the GovCon business might seem unconventional, but it’s a powerful tool. Our mantra at ICS is, “We say yes, until we have to say no. Or yes, but…”. This approach highlights our flexibility and willingness to adapt, while also acknowledging the legal and contractual boundaries we operate within. A guarantee like this builds trust and shows potential clients your dedication to finding solutions.
Finding and evolving your niche in GovCon is a dynamic journey. It’s about starting with a concentrated focus, growing, and adapting that focus as your business expands, and continuously refining your value proposition. Remember, in a field as competitive as GovCon, your niche isn’t just what you do – it’s the heart of who you are as a business. Embrace it, evolve it, and watch as it transforms your business.
I’d love to learn how do you define your niche. Is it evolving?
